THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT

Abstract

Purpose- By this paper we propose to identify, in the consecrated literature, the arguments related to the connection between concepts of the social marketing and that of sustainable development, and to highlight the role of the social marketing for the practical side of the sustainable development. The objectives are: to demonstrate that the marketing isn’t promotion, to show the relevance of the new form of marketing related to the sustainable development approach - that is the social marketing, and to underline the importance of the social marketing as pillar for the practical approach of sustainability, mainly in order to achieve it. Methodology- The paper is an empirical and theoretical research, based on the observation that in reality there is a confusion between notions of marketing and promotion, and de sustainable development is not yet well understanded on large area or at individual level. The general evolution of the economics and society, it is marked by major problems in the resources management and real difficulties to manage the practical sustainable development that is contradictory with the over-consumption. The hypothesis of this research is: the social marketing can be applied for the equilibrium offer-demand and not to accelerate the promotional actions, or just to have monetary profit. The methodology is based on the literature incursion, because the paper is theoretical one, and the main methods used are: observation, incursion, comparison and synthesis. Findings- As results, we found that the social marketing is a new face of the traditional marketing, but oriented to social and environmental performance, that is in the same goals with the sustainable development. Conclusion- we consider that the sustainability concept can be understand and applied if the social marketing will be approached on the large scale, with different orientation compared to the traditional marketing. So, as a qualitative analysis, the paper will confirm the personal opinion and beliefs, based on the consecrated literature.

Keywords

• Social marketing
• sustainability
• social progress

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