A critic revision of the social marketing concept

Jorge Marcelo Nomura, Maria Tereza Saraiva de Souza


In this article we propose a reflection on the Social Marketing concept, by means of its definition and application in Brazilian reality. Thus, we present the main defi­nitions of marketing, social issues and Social Marketing, quoting some authors of the area. All analysis is done under a critic view of some authors that contributed very much for the marketing evolution: Philip Kotler, Marcos Cobra e Francisco Alberto Madia.


Competitive advantage. Marketing. Social marketing. Third sector.

DOI: https://doi.org/10.5585/ijsm.v3i1.50


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Iberoamerican Journal of Strategic Management (IJSM)
Revista Ibero-Americana de Estratégia (RIAE)
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