SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION
Despite a clear distinction between the concepts of social marketing and societal marketing, a misguided usage of these terms keeps on recurring. In this sense, the work aimed at: (1) mapping the academic production concerning social marketing and societal marketing; and, in particular, (2) checking...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Universidade Federal do Ceará
2018-07-01
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| Series: | Contextus |
| Subjects: | |
| Online Access: | http://www.periodicos.ufc.br/contextus/article/view/33166 |
| _version_ | 1818929446238814208 |
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| author | Taís Pasquotto Andreoli Váldeson Amaro Lima Silvio Augusto Minciotti |
| author_facet | Taís Pasquotto Andreoli Váldeson Amaro Lima Silvio Augusto Minciotti |
| author_sort | Taís Pasquotto Andreoli |
| collection | DOAJ |
| description | Despite a clear distinction between the concepts of social marketing and societal marketing, a misguided usage of these terms keeps on recurring. In this sense, the work aimed at: (1) mapping the academic production concerning social marketing and societal marketing; and, in particular, (2) checking and analyzing possible distortions around their use. A bibliographic survey was developed in order to study the circumstances in which those themes arose; also, a bibliometric research was carried out together with a critical analysis of academic publications’ contents referring to social marketing and societal marketing. It was possible to observe that, in spite of the expressive scientific production identified, there are remarkable distortions in the usage of the above mentioned terms, whether while presenting the concepts in a mistaken way or while expressing an incorrect meaning of them or even while applying them in an improper way. |
| first_indexed | 2024-12-20T03:44:56Z |
| format | Article |
| id | doaj.art-c6edd888f2e345318ef9116f66573e80 |
| institution | Directory Open Access Journal |
| issn | 1678-2089 2178-9258 |
| language | English |
| last_indexed | 2024-12-20T03:44:56Z |
| publishDate | 2018-07-01 |
| publisher | Universidade Federal do Ceará |
| record_format | Article |
| series | Contextus |
| spelling | doaj.art-c6edd888f2e345318ef9116f66573e802022-12-21T19:54:39ZengUniversidade Federal do CearáContextus1678-20892178-92582018-07-011629011210.19094/contextus.v16i2.104531315SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSIONTaís Pasquotto Andreoli0Váldeson Amaro Lima1Silvio Augusto Minciotti2Universidade Municipal de São Caetano do Sul - USCSUniversidade Municipal de São Caetano do Sul - USCS Instituto Federal de Educação, Ciência e Tecnologia de Rondônia - IFROUniversidade Municipal de São Caetano do Sul - USCSDespite a clear distinction between the concepts of social marketing and societal marketing, a misguided usage of these terms keeps on recurring. In this sense, the work aimed at: (1) mapping the academic production concerning social marketing and societal marketing; and, in particular, (2) checking and analyzing possible distortions around their use. A bibliographic survey was developed in order to study the circumstances in which those themes arose; also, a bibliometric research was carried out together with a critical analysis of academic publications’ contents referring to social marketing and societal marketing. It was possible to observe that, in spite of the expressive scientific production identified, there are remarkable distortions in the usage of the above mentioned terms, whether while presenting the concepts in a mistaken way or while expressing an incorrect meaning of them or even while applying them in an improper way.http://www.periodicos.ufc.br/contextus/article/view/33166Marketing socialMarketing societalEvolução do marketingDesconformidades em marketingTipos de marketing. |
| spellingShingle | Taís Pasquotto Andreoli Váldeson Amaro Lima Silvio Augusto Minciotti SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION Contextus Marketing social Marketing societal Evolução do marketing Desconformidades em marketing Tipos de marketing. |
| title | SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION |
| title_full | SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION |
| title_fullStr | SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION |
| title_full_unstemmed | SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION |
| title_short | SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION |
| title_sort | social marketing and societal marketing a theoretical confusion |
| topic | Marketing social Marketing societal Evolução do marketing Desconformidades em marketing Tipos de marketing. |
| url | http://www.periodicos.ufc.br/contextus/article/view/33166 |
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