Social marketing as a social technology
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Social marketing as a social technology
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Social marketing as a social technology
Popis výsledku anglicky
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.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
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OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
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Návaznosti
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Ostatní
Rok uplatnění
2019
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
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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Počet stran výsledku
7
Strana od-do
283-288
Název nakladatele
Vydavateľstvo Ekonóm Ekonomickej univerzity v Bratislave
Místo vydání
Bratislava
Místo konání akce
Bratislava
Datum konání akce
5. 12. 2019
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
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