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THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT

Yıl 2021, Cilt: 13 Sayı: 1, 57 - 61, 30.07.2021
https://doi.org/10.17261/Pressacademia.2021.1423

Öz

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.

Kaynakça

  • Andreasen, A. (1994). Social Marketing: Its Definition and Domain. Journal of Public Policy & Marketing, 13(1), 108-114.
  • Evans, J.R., Berman, B. (1984). Essentials of Marketing, Macmillan Inc., New York, 1984, p. 465.
  • Garcia, A.C. (2020). High Consumers: A Literature Review, Sheffield Hallam University. Centre for Regional Economic and Social Research, paper available at page https://www4.shu.ac.uk/research/cresr/sites/shu.ac.uk/files/high-consumers-a-literature-review_0.pdf
  • Gottschalk, S. (2009). Hypermodern Consumption and Megalomania Superlatives in Commercials. Journal of Consumer Culture. 9 (3): 307-327
  • Huhn, J. (2019), What is social marketing? paper available at page; https://www.business2community.com/digital-marketing/what-is-social-marketing-with-7-stellar-examples-02236451, published on 5th of September 2019.
  • Jonge, J., Fischer, A., Trijp, H. (2014). Marketing and sustainable development: a social marketing perspective, Encouraging sustainable behaviour (pp.13-25) Chapter: 2, Publisher: Psychology Press, Editors: Hans van Trijp.
  • Lipovetsky, G. (2006). Paradoxical happiness: essay on hyperconsumption society. Paris: Gallimard.
  • MacKinnon, J.B. (2021). Overconsumption and the environment: should we all stop shopping? Article available at page: https://www.theguardian.com/lifeandstyle/2021/may/30/should-we-all-stop-shopping-how-to-end-overconsumption
  • Martinez, C. (2007). What is social marketing, article available at page: https://www.stdhivtraining.org/YSMT_socmarketing.html
  • Nanda, A.k. (2015). Social Marketing. A Literature Review, International Journal of Science and Research, Vol. 4, Issue 9, paper available at page: https://www.ijsr.net/archive/v4i9/SUB158156.pdf
  • Pana, V., Pana, I. (2006). Sustainable development of the enterprise: a first step to the sustainable development, Annals of the Oradea University, Series Economic Sciences, TOM XV/2006, vol.1, pp. 110-114.
  • Popescu, C., Popescu, S.F., Stroe, C. (2010). Consumption for the Fulfilment of Human Life, in Economic Amphitheatre. Protection of Consumers’ Rights and Interests, Vol. XII, no. 28, pp. 529-544.
  • Smith, W.A. (2006). Social Marketing: an overview of approach and effects, Injury Prevention 2006; 12(Suppl I): i38 - i43.
  • Tiezzi, E., Marchettini, N. (1999). What is the sustainable development? The scientific basis of the sustainability and the failure of a unique thought, Donzelli Editor, Roma.
  • Veblen, T. (2009). The Theory of the Leisure Class, Public Publishing House, Bucharest, 2009.
  • Wackernagel, M., Rees, W.E. (2000). Ecological footprint. How to reduce the human impact on the planet. Edition Ambiente, Milano.
  • Wood, M. (2019). Resilience research and social marketing: the route to sustainable behaviour change. Journal of Social Marketing, Vol. 9 no. 1, pp. 77-93.
  • Zaman, G., Gherasim, Z. (2007). Criterion and principles of the sustainable development from the its resources point of view, AGIR Bulletin no.1/2007, pp. 136-142.
Yıl 2021, Cilt: 13 Sayı: 1, 57 - 61, 30.07.2021
https://doi.org/10.17261/Pressacademia.2021.1423

Öz

Kaynakça

  • Andreasen, A. (1994). Social Marketing: Its Definition and Domain. Journal of Public Policy & Marketing, 13(1), 108-114.
  • Evans, J.R., Berman, B. (1984). Essentials of Marketing, Macmillan Inc., New York, 1984, p. 465.
  • Garcia, A.C. (2020). High Consumers: A Literature Review, Sheffield Hallam University. Centre for Regional Economic and Social Research, paper available at page https://www4.shu.ac.uk/research/cresr/sites/shu.ac.uk/files/high-consumers-a-literature-review_0.pdf
  • Gottschalk, S. (2009). Hypermodern Consumption and Megalomania Superlatives in Commercials. Journal of Consumer Culture. 9 (3): 307-327
  • Huhn, J. (2019), What is social marketing? paper available at page; https://www.business2community.com/digital-marketing/what-is-social-marketing-with-7-stellar-examples-02236451, published on 5th of September 2019.
  • Jonge, J., Fischer, A., Trijp, H. (2014). Marketing and sustainable development: a social marketing perspective, Encouraging sustainable behaviour (pp.13-25) Chapter: 2, Publisher: Psychology Press, Editors: Hans van Trijp.
  • Lipovetsky, G. (2006). Paradoxical happiness: essay on hyperconsumption society. Paris: Gallimard.
  • MacKinnon, J.B. (2021). Overconsumption and the environment: should we all stop shopping? Article available at page: https://www.theguardian.com/lifeandstyle/2021/may/30/should-we-all-stop-shopping-how-to-end-overconsumption
  • Martinez, C. (2007). What is social marketing, article available at page: https://www.stdhivtraining.org/YSMT_socmarketing.html
  • Nanda, A.k. (2015). Social Marketing. A Literature Review, International Journal of Science and Research, Vol. 4, Issue 9, paper available at page: https://www.ijsr.net/archive/v4i9/SUB158156.pdf
  • Pana, V., Pana, I. (2006). Sustainable development of the enterprise: a first step to the sustainable development, Annals of the Oradea University, Series Economic Sciences, TOM XV/2006, vol.1, pp. 110-114.
  • Popescu, C., Popescu, S.F., Stroe, C. (2010). Consumption for the Fulfilment of Human Life, in Economic Amphitheatre. Protection of Consumers’ Rights and Interests, Vol. XII, no. 28, pp. 529-544.
  • Smith, W.A. (2006). Social Marketing: an overview of approach and effects, Injury Prevention 2006; 12(Suppl I): i38 - i43.
  • Tiezzi, E., Marchettini, N. (1999). What is the sustainable development? The scientific basis of the sustainability and the failure of a unique thought, Donzelli Editor, Roma.
  • Veblen, T. (2009). The Theory of the Leisure Class, Public Publishing House, Bucharest, 2009.
  • Wackernagel, M., Rees, W.E. (2000). Ecological footprint. How to reduce the human impact on the planet. Edition Ambiente, Milano.
  • Wood, M. (2019). Resilience research and social marketing: the route to sustainable behaviour change. Journal of Social Marketing, Vol. 9 no. 1, pp. 77-93.
  • Zaman, G., Gherasim, Z. (2007). Criterion and principles of the sustainable development from the its resources point of view, AGIR Bulletin no.1/2007, pp. 136-142.
Toplam 18 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Finans, İşletme
Bölüm Makaleler
Yazarlar

Andy-felix Jitareanu Bu kişi benim 0000-0001-5807-1790

Carmen-luiza Costuleanu Bu kişi benim 0000-0003-0071-4241

Yayımlanma Tarihi 30 Temmuz 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 13 Sayı: 1

Kaynak Göster

APA Jitareanu, A.-f., & Costuleanu, C.-l. (2021). THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT. PressAcademia Procedia, 13(1), 57-61. https://doi.org/10.17261/Pressacademia.2021.1423
AMA Jitareanu Af, Costuleanu Cl. THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT. PAP. Temmuz 2021;13(1):57-61. doi:10.17261/Pressacademia.2021.1423
Chicago Jitareanu, Andy-felix, ve Carmen-luiza Costuleanu. “THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT”. PressAcademia Procedia 13, sy. 1 (Temmuz 2021): 57-61. https://doi.org/10.17261/Pressacademia.2021.1423.
EndNote Jitareanu A-f, Costuleanu C-l (01 Temmuz 2021) THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT. PressAcademia Procedia 13 1 57–61.
IEEE A.-f. Jitareanu ve C.-l. Costuleanu, “THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT”, PAP, c. 13, sy. 1, ss. 57–61, 2021, doi: 10.17261/Pressacademia.2021.1423.
ISNAD Jitareanu, Andy-felix - Costuleanu, Carmen-luiza. “THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT”. PressAcademia Procedia 13/1 (Temmuz 2021), 57-61. https://doi.org/10.17261/Pressacademia.2021.1423.
JAMA Jitareanu A-f, Costuleanu C-l. THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT. PAP. 2021;13:57–61.
MLA Jitareanu, Andy-felix ve Carmen-luiza Costuleanu. “THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT”. PressAcademia Procedia, c. 13, sy. 1, 2021, ss. 57-61, doi:10.17261/Pressacademia.2021.1423.
Vancouver Jitareanu A-f, Costuleanu C-l. THE SOCIAL MARKETING - A NEW PILLAR FOR THE SUSTAINABLE DEVELOPMENT. PAP. 2021;13(1):57-61.

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