El societal Marketing: marketing de valor social y económico

Producción científica: Artículo en revista no indizadaArtículo

Resumen

Society has an increasingly negative perception of marketing - and marketing professionals - because the field's current priority is to effectively help companies maximise their profits. Citizens today view marketing practices as abusive and misleading - a clear sign that the field has moved away from its original socially revolutionary proposals. Business programmes capable of simultaneously providing economic and social value, and therefore increasing the viability of our economic system, are currently in demand. Marketing professionals should take advantage of the current sentiment among businesses and citizens to promote the use of societal marketing, the only proposal that promotes both economic and social value. In this article, we review the origins and applicability of societal marketing and conclude that this proposal has great potential to create value and to be accepted by society.
Título traducido de la contribuciónThe Societal Marketing: Marketing with Social and Economic Value
Idioma originalEspañol
Páginas201-216
Número de páginas12
Volumen70
N.º215
Publicación especializadaBoletín de Estudios Económicos
EstadoPublicada - feb 2015

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