A critic revision of the social marketing concept

Autores/as

  • Jorge Marcelo Nomura
  • Maria Tereza Saraiva de Souza

DOI:

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

Palabras clave:

Competitive advantage. Marketing. Social marketing. Third sector.

Resumen

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.

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Publicado

2007-12-12

Cómo citar

Nomura, J. M., & Souza, M. T. S. de. (2007). A critic revision of the social marketing concept. Revista Ibero-Americana De Estratégia, 3(1), 45–52. https://doi.org/10.5585/ijsm.v3i1.50

Número

Sección

Articles