Social marketing as a social technology
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63523795" target="_blank" >RIV/70883521:28120/19:63523795 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Social marketing as a social technology
Original language description
Marketing has acquired many facets in modern society and has maintained an essential link with exchange processes. Social management innovations incorporate marketing techniques into the social program methodology to achieve positive population behaviour change for the better, thereby significantly expanding its use. This article examines the difference between social and commercial marketing through a comparative analysis method, discusses various social technologies, as well as the relationship between social planning, social management and the country's social policy model. The commercialization of the social sphere promotes the dissemination of social marketing as an effective key to social services, thereby departing from its authentic notion of practising charitable projects. Social marketing tasks complete based on knowledge and sociological methodology when the project is not profitable and the well-being of the whole community is determined. In discussing and evaluating different theoretical positions, approaches and directions, marketing methods were used to solve socio-economic problems. The author proposes an original definition of social marketing. The article's findings and conclusions have methodological and practical implications for the activities of state and public organizations.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
MERKÚR 2019 Proceedings of the International Scientific Conference for PhD. Students and Young Scientists
ISBN
978-80-225-4657-7
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
283-288
Publisher name
Vydavateľstvo Ekonóm Ekonomickej univerzity v Bratislave
Place of publication
Bratislava
Event location
Bratislava
Event date
Dec 5, 2019
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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