Mercadeo en beneficio de la sociedad
Date
2007
Journal Title
Journal ISSN
Volume Title
Publisher
Institución Universitaria Colegio Mayor del Cauca
Abstract
El Marketing Social es una práctica poco difundida pero de suma utilidad para las sociedades en las que se utiliza, ya que a través de este se busca mejorar la calidad de vida de los grupos sociales a los que se pretende impactar. Guarda grandes similitudes con el Mercadeo Comercial y se vale de la misma herramienta para ordenar y orientar su proceder: el marketing mix visto bajo la óptica de las mismas variables. Colombia presenta hoy en día unas experiencias interesantes de incursiones en Marketing Social que sirven como punto de partida para trabajar fuertemente en este campo.
Social marketing is a poorly promoted practice not; but in societies where it is fostered, it is very useful because through it the improvement in the quality of life of the different social groups is sought. This practice is similar to Commercial Marketing. It uses the same tool to organize and conduct its modus operandi: Mixed Marketing seen from the same perspective. Nowadays Colombia has had some interesting experiences in exploring the Social Marketing field, which serve as good examples to start working on this topic.
Social marketing is a poorly promoted practice not; but in societies where it is fostered, it is very useful because through it the improvement in the quality of life of the different social groups is sought. This practice is similar to Commercial Marketing. It uses the same tool to organize and conduct its modus operandi: Mixed Marketing seen from the same perspective. Nowadays Colombia has had some interesting experiences in exploring the Social Marketing field, which serve as good examples to start working on this topic.
Description
Keywords
Marketing social, Colombia, Mercadeo comercial