Differences Between the Concepts Associated with Social Marketing

Yıl 2014, Sayı: 13, 193 - 208, 01.06.2014

Serpil Ünal Kestane

Öz

The subject of this study is the similarities and differences between the concept of social marketing focusing on societal problems and corporate social responsibility, cause-related marketing and public relations concepts. The goal is to remove incomprehensibility regarding these concepts in definitions and practices that are included in existing literature. The study is a result of a review of both Turkish and foreign literature. As a finding of the study, it was revealed that there are similarities between social marketing and corporate social responsibility, cause-related marketing and public relations practices but there are also notable differences among these four basic concepts. It was noticed in the literature review and practices that the concepts of social responsibility, cause-related marketing and public relations were sometimes used instead of one another while the concept of social marketing was examined. This study will be helpful in distinguishing and using the concepts for people who deal with the subject by stating the differences among these concepts more clearly.

Anahtar Kelimeler

Social marketing, corporate social responsibility, cause-related marketing, public relations

Sosyal Pazarlama İle İlişkili Kavramlar Arasındaki Farklılıklar

Öz

Bu çalışma, toplumsal sorunları konu edinen sosyal pazarlama kavramı ile kurumsal sosyal sorumluluk, amaca yönelik pazarlama ve halkla ilişkiler kavramları arasındaki benzerlikleri ve farklılıkları konu edinmektedir. Amaç, literatürde yer alan tanım ve uygulamalarda bu kavramlarla ilgili kafa karışıklığının az da olsa giderilmesidir. Çalışma, yerli ve yabancı kaynak taraması ile ortaya çıkmıştır. Yapılan literatür taramalarında ve uygulamalarda sosyal pazarlama kavramı ele alınırken bazen kurumsal sosyal sorumluluk, bazen amaca yönelik pazarlama ve bazen de halkla ilişkiler kavramlarının birbirlerinin yerine kullanıldığı görülmüştür. Bu çalışma, bahsedilen kavramlar arasındaki farklılıkları daha açık bir şekilde ortaya koyarak konuyla ilgilenen kişilere kavramları ayırt etmek ve kullanmak konusunda bir kolaylık sağlayacaktır.

Anahtar Kelimeler

Sosyal pazarlama, kurumsal sosyal sorumluluk, amaca yönelik pazarlama, halkla ilişkiler.

Kaynakça

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