Mi Ensayo
Enviado por nelson3100 • 28 de Noviembre de 2014 • 358 Palabras (2 Páginas) • 117 Visitas
Social Marketing:
Confusion Compounded
David J. Luck
What is social marketing ... and why is it important that we know?
T HE subject of "social marketing" has appeared
frequently in the JOURNAL OF MARKETING
during the past three years. That frequency
well may increase as social problems and
progress become more pressing demands on
society and a greater focus of the marketer's
thought and activity. This writer has become
keenly aware of a personal confusion regarding
the meaning of "social marketing" and that he
was even more uncomfortable basically about
the identity of "marketing." Examination of several
authors' apparent concepts of these terms
suggests that confused terminology may be
epidemic in marketing and, therefore, an impediment
to others' efforts to think clearly about
the discipline.
Why is this problem significant and urgent? Some apparent reasons are:
1. Development as a system is required for
social marketing to achieve science and discipline-and
thereby productivity. First,
its domain within the totality of social science
and structure needs specification,
which is impossible without adequate definition
of its seminal term.
2. Whether there is any real and vital distinction
between "social marketing" and "marketing"-apart
from divergent goals
among various interests-can be ascertained
only when both terms are well defined.
If they prove to be virtually
synonymous, conceptual and scientific
progress would be aided.
3. In this world of shrinking resources and
rising social consciousness, there is
...