Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing

2008 ◽  
Vol 14 (2) ◽  
pp. 92-100 ◽  
Author(s):  
Stephen Dann
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Non Profit ◽  
Marketing Activities ◽  
Definition Of ◽  
The Individual ◽  
Social Marketing Theory

Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with “clients” as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for customers, consumers, and society at large in an update that makes the contemporary definition of marketing extremely compatible with existing social marketing theory and practice. This article examines how social marketing theory and practice fit into the revised understanding of commercial marketing. It also discusses how the new AMA definition resolves several of the problems encountered with the AMA 2004 definition of marketing. In summary, AMA (2007) presents an opportunity for the mainstreaming of social marketing within the core understanding of marketing practice, while also creating the opportunity for social marketers to adopt the commercial marketing approach of creating, communicating, delivering, and exchanging offerings of value to improve the welfare of the individual and that of society.

Key principle, concepts, and techniques of social marketing

2017 ◽  
Author(s):  
Jeff French
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Design And Implementation ◽  
Programme Design ◽  
Marketing Principles ◽  
Social Programme ◽  
Social Marketing Theory

This chapter sets out a hierarchical and differentiated model of social marketing principles, concepts, and techniques, based on thoughts put forward by French and Russell-Bennett (2015). In this chapter descriptive criteria of social marketing are reviewed and placed in a hierarchy of importance in order to assist practitioners, commissioners, and academics with describing and identifying social marketing practice and distinguishing it from other forms of social programme design and implementation. The description of the key principles, concepts, and techniques of social marketing set out in this chapter represents a way to conceptualize and recognize the different elements that constitute social marketing theory and practice.

scholarly journals CONTEMPORARY CONSUMER IN THE GLOBAL ENVIRONMENT

2015 ◽  
Vol 3 ◽  
pp. 028-036
Author(s):  
Aleksandar Grubor ◽  
Dražen Marić
Keyword(s):  
Consumer Behavior ◽  
Corporate Performance ◽  
Social Process ◽  
Modern Society ◽  
Theory And Practice ◽  
Human Society ◽  
Marketing Theory ◽  
Marketing Activities ◽  
The Individual ◽  
Practice Marketing

One of the characteristics of human society in the 21st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system.Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes.Presenting and analyzing the results of research from marketing literature dealing with the problem of changed market behavior, this article aims to point to the necessity to change the thinking patterns of marketing theory and practice on the significance and impact of the consumer on companies’ corporate performance by accepting new roles that the consumers have in the contemporary society.By changing the attitude toward consumers as key stakeholders on the market and accepting their new roles, companies get guidelines for shaping and amending their marketing strategies toward raising the quality of corporate performance, and the same stands for institutions responsible for the functioning of a society and the state as a whole.The current marketing reality inexorably promotes the notion that consumer behavior as a whole is an essential social process shaped by intensive word-of-mouth communication. As a science and practice, marketing must become a complex and fluid system of network relationships, constantly redefining itself toward integration with the changes of contemporary consumers and their modus vivendi.

scholarly journals Social marketing’s consumer myopia

2016 ◽  
Vol 6 (3) ◽  
pp. 219-239 ◽  
Author(s):  
Linda Brennan ◽  
Josephine Previte ◽  
Marie-Louise Fry
Keyword(s):  
Social Change ◽  
Behaviour Change ◽  
Social Marketing ◽  
Social Contexts ◽  
Ecological Systems ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Holistic View ◽  
Content Type ◽  
The Individual

Purpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change. Findings The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers. Practical implications The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

Education for practice

2008 ◽  
Vol 20 (6) ◽  
pp. 529-532 ◽  
Author(s):  
Michael J. Baker
Keyword(s):  
Design Methodology ◽  
Life Time ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Short Term ◽  
Marketing Practice ◽  
Content Type ◽  
Time Value

PurposeThe purpose of this short opinion piece is to focus on the role of marketing, its theory and practice, and its relevance now and in the future.Design/methodology/approachThe article analyses the present situation – which is not new – the perceived divide between marketing theory and marketing practice and, therefore, the issue of what academics should research and teach that might be of relevance to practitioners.FindingsThe article shows that if marketers – both academic and practitioner – are to meet and resolve the present challenges then they need to be customer focused, build long‐term relationships with customers, and think of their life‐time value as opposed to their short‐term profitability.Originality/valueThe article highlights issues of relevance to those involved with marketing theory and practice.

scholarly journals Social marketing: advancing a new planning framework to guide programmes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
M. Bilal Akbar ◽  
Lawrence B. Ndupu ◽  
Jeff French ◽  
Alison Lawson
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Programme Implementation ◽  
Consensus Definition ◽  
Feedback Mechanisms ◽  
Content Type ◽  
Global Consensus ◽  
Planning Framework ◽  
Definition Of

Purpose This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. Originality/value This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

Relationship Marketing sebagai Upaya untuk Mempertahankan Loyalitas Pelanggan:

2021 ◽  
Vol 3 (2) ◽  
pp. 170-177
Author(s):  
Farah Chalida Hanoum ◽  
Yanti Hasbian Setiawati
Keyword(s):  
Relationship Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Activities ◽  
Major Shift

Relationship marketing establishing, developing and maintaining succesful relational exchanges constitutes a major shift in marketing theory and practice. Relationship marketing refer to all marketing activities directed toward establishing, developing and maintaining succesful relational exchanges.  

scholarly journals The ethics of teacher and learner at Mekdad Yalgen and its educational applications: أخلاقيات المعلم والمتعلم عند مقداد يالجن وتطبيقاتها التربوية

2017 ◽  
Vol 1 (3) ◽  
Author(s):  
Hind Mohammed bin Abdullah Al Ahmad ◽  
Afnan bin Fahad bin Abdullah Al Rashed
Keyword(s):  
Conceptual Framework ◽  
Moral Education ◽  
Educational Thought ◽  
Educational Framework ◽  
Moral System ◽  
Educational Applications ◽  
Definition Of ◽  
The Individual

This study, entitled "The Ethics of the Teacher and the Learner at Mekdad Yalgen and its Educational Applications," included four chapters in addition to the list of references. The study aimed to identify the cultural, social and educational framework that influenced educational ideas at Mekdad Yaljin, and on the first and the first principles which are the starting points of the study. And the ethics of the teacher and its educational applications at Mekdad Yalgen, the ethics of the learner and its educational applications at Mekdad Yalgen, and on the most prominent ways to promote the moral and moral learners at Mekdad Yalgen. Studying the need to conduct an educational intellectual study that shows the importance of teacher and learner ethics in educational thinkers. In the second chapter, it contains the conceptual framework and previous studies. The study covered the conceptual framework of Mekdad Yalgen, his birth, his stages, his education, his efforts and his scientific achievements, and the King Phil Award, and the most important factors influencing his educational idea. The researcher sought to follow the relevant studies in Yaljin and studies related to the ethics of the teacher and the learner. The third chapter deals with the general principles of educational thought at Mekdad Yalgen starting with the theory of knowledge of its concept and its dimensions. Then, it tackles the concept of human nature and its components, then the Islamic moral system, the definition of morality and the place of ethics. In the fourth chapter: the researcher dealt with the ethics of the teacher and learner at Mekdad Yalgen and its educational applications. Hali included the importance of moral education and the role of Islamic moral education in the building of the individual, society and human civilization, and also contained the ethics of the teacher and the learner and its educational applications at Mekdad Balgin.

scholarly journals Classification of entrepreneurial risks in order to define business-processes of the business owner

E-Management ◽  
2019 ◽  
Vol 2 (1) ◽  
pp. 26-32
Author(s):  
A. S. Kuksov ◽  
K. L. Neopulo
Keyword(s):  
Business Processes ◽  
Business Management ◽  
Business Owners ◽  
Theory And Practice ◽  
Business Owner ◽  
Strategic Development ◽  
Definition Of ◽  
Ownership Control

Owned business management inevitably implies the availability of tools for its implementation. The set of tools for such management is effective, when it can be integrated into the overall system of business processes. The problem lies in the selection of those managerial business processes, where the participation of the owner is necessary. Justification of the definition of such business processes is possible on the basis of systematization and identification of the risks, that must be assumed by the business owner. In theory and practice of management, the focus is on the management of the organization, which is implemented by hired specialists-managers. The role of business owners is rarely seen as an independent activity. Meanwhile, the goals and the role of business owners are far from adequate to the goals and roles of managers. This circumstance makes the problem of ownership business management urgent. Currently, the terms “owner contro”l and “ownership management” are used in literary sources. These terms do not coincide in their meaning. Ownership management includes ownership control and occurs when the owner solves the problems of strategic development. If strategic development goals are not set for any reason, the owner remains to develop a system of ownership control over the current state of the business. Ownership business management should be built on the development and control of the organization's business processes. The owner can not physically control all business processes, and this is not necessary. There is a need to highlight those business processes, that he must control necessarily. In our opinion, the solution of this problem can be built on the basis of an appropriate classification of entrepreneurial risks. 

scholarly journals CULTURE OF PERSONAL LANGUAGE AS A HISTORICAL AND SOCIAL EVENT

2018 ◽  
Author(s):  
Tetiana Stambulska
Keyword(s):  
Information And Communication Technologies ◽  
Communication Technologies ◽  
Theory And Practice ◽  
The Public ◽  
Communication Problems ◽  
Long Time ◽  
Information And Communication ◽  
Definition Of ◽  
Communication Culture

The article analyzed the peculiarities of the interpretation of the «communication culture» in the context of scientific researches of the past and contemporary domestic researchers. An analysis was carried out to define the concept of «communication culture of a person», the approaches to the definition of this concept are singled out. The positions of scientists concerning the role of eloquence in the formation of the linguistic personality are analyzed, the language is analyzed as a «social and psychological phenomenon», historical conditions of the formation of the concept of «communication culture» are characterized, in particular, attention is focused on the formation of the linguistic personality. It was found out that studies of the ancient traditions of the formation of the language of culture make it possible to better understand modern trends in the development of the person's communication culture. Modern studies have shown that in linguistics for a long time there was no unity in the interpretation of the concepts of «language» and «communication». Problems of the formation of the culture of broadcasting have become the object of research by eminent thinkers, beginning with the period of Antiquity. The question of the formation of a culture of speech has long traditions. Note that in European linguistics, the first decades of the twentieth century. Theoretical study and approval of the concept of «culture of language» in the scientific circulation is underway. It should be noted that in connection with the introduction of information and communication technologies in all spheres of society life has increased interest in the theory and practice of eloquence. This is explained by the fact that the active use of information and communication technologies involves the search for ways of speaking influence, both on the interpersonal and on the public level. According to authoritative experts in rhetoric, L. Matsko, O. Matsko, N. Mykhailychenko, V. Poltupets, etc., there are also communicative reasons that ensure the actual and further development of the theory and practice of oratory in the XX-beginning of the XXI century.

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