Redefining social marketing with contemporary commercial marketing definitions

Dann, Stephen

doi:10.1016/j.jbusres.2009.02.013

Cited by 260 publications

(171 citation statements)

References 23 publications

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“…It is possible to note the authors' indication of the presence of an element of voluntary change (cf. DANN, 2010) It is the application of commercial marketing techniques to benefit society. Its purpose is to produce voluntary changes in behavior through the knowledge of the needs, desires and barriers perceived by the target public: the society or part of it.…”

Section: Esteban (1997)mentioning

confidence: 99%

“…Sources: Kotler and Zaltman (1971); Kotler and Roberto (1992); Andreasen (1994); Esteban (1997) Two items should be noted regarding social marketing programs: (i) there is a methodical use of trading -given that marketing refers to markets themselves -in the form of change planning; and (ii) social marketing is understood as an influencer of society, in the sense that it has persuasiveness through its campaigns to change behaviors, beliefs, practices, behaviors and values (DANN, 2010). The behavioral change would be achieved through the creation, communication, delivery and exchange of competitive social marketing offers, which would be capable of provoking voluntary change of the target audience (ANDREASEN, 1994), thus generating advantages for the beneficiaries of the social marketing campaign, in addition to the partners of the organization that promotes the campaign and society in general (FRENCH and RUSSELL-BENNETT, 2015).…”

Section: Andreasen (1994)mentioning

confidence: 99%

“…The scheme presented in Figure 2, based on Dann (2010), elicits the congregation of social marketing values and their relationship with organizational resilience. Kotler and Lee (2008).…”

Section: -495mentioning

confidence: 99%

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Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades

Kamlot

2017

Cad. EBAPE.BR

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This essay relates the concepts of organizational resilience to those of social marketing, exposing the commonalities between the fields of study and identifying how both associate to each other. Based on the analysis of the literature on both themes, an assessment of the confluences between resilience and the basic attributes of social marketing was made, in order to identify aspects that articulate such domains of knowledge. The proposal presented here indicates that adaptation and change -of behaviors, ways of proceeding, and attitudes, among others -are responsible for linking the study of resilience to the principles of social marketing, both of which are bound by the need to change behaviors and by the required suitability to certain unexpected situations. Regarding social marketing, a focus on the generation of social welfare was observed, while in the case of organizational resilience, companies focused on the inherent need to change to be competitive in the market, taking advantage of opportunities that may arise from a situation of rupture. Keywords:Resilience. Social marketing. Change. Adaptation. Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades ResumoO presente artigo relaciona os conceitos de resiliência organizacional com os de marketing social, buscando expor os pontos em comum entre tais áreas de estudo e identificando de que forma ambas se associam. Tendo como base a análise da literatura referente a ambos os temas, foi realizada uma avaliação das confluências existentes entre a resiliência e os atributos basilares do marketing social, a fim de identificar aspectos que articulassem tais domínios de conhecimento. A proposição aqui apresentada indica que a adaptação e a mudança -de comportamentos, modos de proceder e atitudes, entre outras -compõem o que aproxima o estudo da resiliência dos princípios subjacentes ao marketing social, sendo ambos vinculados pela necessidade de alterar comportamentos e pela adequação a certas situações inesperadas. No caso do marketing social, um foco na geração de bem-estar social seria observado, enquanto, no caso da resiliência organizacional, o foco das empresas estaria na necessidade inerente de mudar para não serem superadas em seu mercado de atuação, aproveitando oportunidades eventualmente surgidas a partir de uma situação de ruptura. Palavras-chave:Resiliência. Marketing social. Mudança. Adaptação. Resiliencia organizacional y marketing social: una evaluación de las bases y las afinidades ResumenEn este artículo se relacionan los conceptos de resiliencia organizacional con los de marketing social, tratando de exponer las similitudes entre tales áreas de estudio y de identificar cómo ambas se asocian. Con base en el análisis de la bibliografía sobre ambos temas, se realizó una evaluación de las confluencias entre la resiliencia y los atributos básicos del marketing social, para identificar aspectos que articulasen tales dominios del conocimiento. La propuesta que aquí se presenta indica que la adaptación y el c...

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Section: Esteban (1997)mentioning

confidence: 99%

Section: Andreasen (1994)mentioning

confidence: 99%

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Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades

Kamlot

2017

Cad. EBAPE.BR

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“…Leximancer (www.leximancer.com) determines themes and their underlying concepts (subthemes) from qualitative data (Smith 2011) using a machine learning technique. Many existing research studies from various disciplines contain analysis performed by this tool, which is based on Bayesian theory (e.g., Campbell et al 2011;Dann 2010;Kirkendall and Krishen 2015;Krishen et al 2016). The tool also provides comparative diagrams derived from multiple files, such as comparing these four different search term definitions and calculating relative weights of themes and concepts from them (Rooney 2005).…”

Section: Procedures and Analysismentioning

confidence: 99%

The world of analytics: interdisciplinary, inclusive, insightful, and influential

Krishen

Petrescu

2017

J Market Anal

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“…Social marketing (see Andreasen, 1993;2001;Dann, 2010) represents an opportunity to internalize co-responsibility for societal goals on the strategy level, such as societal security and in this case fraud prevention. The US insurance industry has coordinated national efforts around deterrence (e.g., formation of the NICB), and is engaged in the majority of the states.…”

Section: The Role Of Ethics In the Value Propositionmentioning

confidence: 99%

Consumer Insurance Fraud/Abuse as Co-creation and Co-responsibility: A New Paradigm

Lesch

Brinkmann

2011

J Bus Ethics

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Insurance fraud and abuse-international concerns-are inherent in the proposition of insurance and prevalent in insurer-insured interactions. While the subject of considerable industry and regulatory attention, this little-researched area of consumer behavior and consumer ethics represents persistent social policy questions and problems at multiple levels. This paper addresses the issue by first defining insurance fraud and its origins in contract, as well as consumer-and insurer-management. The authors conclude by re-envisioning the problem as one of co-creation by the consumer-insured and insurer personnel, proposing a framework for its study and resolution.

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Redefining social marketing with contemporary commercial marketing definitions

Cited by 260 publications

References 23 publications

Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades

Resiliência organizacional e marketing social: uma avaliação de fundamentos e afinidades

The world of analytics: interdisciplinary, inclusive, insightful, and influential

Consumer Insurance Fraud/Abuse as Co-creation and Co-responsibility: A New Paradigm

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