Social Marketing

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Carlos Mora Vanegas SOCIAL marketing is important that educational institutions, universities particularly, through its schools of administration, provide its graduates a more complete view of the applicability of the knowledge of markets in various fields, as in political, environmental tourism, social so they have a more complete vision of the importance of this function, their relevance, scope, advantages. Is time that should give radical changes in teaching the fundamentals of markets and adapt to the needs, characteristics of the current scenarios, not can remain anchored in traditional knowledge, most when the reality of the present requires another vision, the professional training of the Administration and even market specialist in order to play a role efficiently according to the demands of the present. FIGUERA Daniela, Minotti Keimy, Cedeno Elinet, remind us that in 1970, and with the participation of theoreticians and practitioners of general marketing, it begins to develop social marketing, trying to adapt and transfer the commercial elements to the activities devoted to the interests of society.

Philip Kotler defined social marketing as: design, implementation and control of programs that seek to increase the acceptability of a social idea or practice in groups. It uses concepts of market segmentation, research communication, consumers, incentives, ease and change the idea of utility for the maximum satisfaction of the group. The nonprofit field covers many entities that have many differences and similarities between them. Non profit marketing encompasses cases as disparate as selling education (schools, school boards), care (hospitals) health, Philanthropy (like Big Brothers or older siblings); without leaving behind to marketers who also pursue different objectives: perhaps want to know something (the nutritional value of certain foods) or elicit a response (join a massive vaccination campaign)..

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