An approach to understand social marketing unexplored potential
| Autor: | Ricardo Coutinho Mello, Rodrigo Ladeira, Maria Teresa Grimaldi Larocca |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
business.industry
media_common.quotation_subject 05 social sciences Exploratory research Internal marketing 010501 environmental sciences Public relations Definition of social marketing 01 natural sciences Social marketing Corporate Social Responsibility Management philosophy 0502 economics and business Institution Corporate social responsibility General Materials Science Relevance (information retrieval) Sociology business Social marketing theory 050203 business & management 0105 earth and related environmental sciences media_common |
| Zdroj: | Repositório Institucional da UFBA Universidade Federal da Bahia (UFBA) instacron:UFBA |
| ISSN: | 1982-2596 |
| DOI: | 10.12712/rpca.v11i5.1071 |
| Popis: | Submitted by Núcleo de Pós-Graduação Administração (npgadm@ufba.br) on 2018-08-06T19:42:33Z No. of bitstreams: 1 An approach to understand social marketing unexplored potential.pdf: 395773 bytes, checksum: 2daa8f624ef279dc0fce3ceb63654ae3 (MD5) Approved for entry into archive by Maria Angela Dortas (dortas@ufba.br) on 2018-08-07T18:26:46Z (GMT) No. of bitstreams: 1 An approach to understand social marketing unexplored potential.pdf: 395773 bytes, checksum: 2daa8f624ef279dc0fce3ceb63654ae3 (MD5) Made available in DSpace on 2018-08-07T18:26:46Z (GMT). No. of bitstreams: 1 An approach to understand social marketing unexplored potential.pdf: 395773 bytes, checksum: 2daa8f624ef279dc0fce3ceb63654ae3 (MD5) Previous issue date: 2017 This paper clarifies the definitions of the five different terms used by companies associated with Social Marketing in international journals. It reviews terms usually linked to social marketing practice, and discusses their different meanings for the sake of proper adoption by executives and scholars. The discussion is based on exploratory research and, as such, we adopted the literature review as the main approach of study. Two scientific databases were used in order to identify the most commonly used expressions, which were later reviewed and discussed, exploring their similarities, differences and relevance to the organizational environment. The conclusion is that Internal Marketing is directly related to employees and different stakeholders of the institution promoting or using this strategy or management philosophy, whereas Social Marketing is related to the changing behavior of the target markets. Niterói |
| Databáze: | OpenAIRE |
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