Title:Redefining sosial magketing beuond behaviougal shange [608684]

Title:Redefining sosial magketing beuond behaviougal shange
Preda Valentin -Teodor, Group 1720, First Year, Marketing;

Abstgast:

This rareg aims to rgesent a definition of sosial magketing that sonsidegs the rugrose and gole of
sosial magketing beuond behavioug shange.

Guided bu the thgee theogetisal stgeams, the paper intgoduse the definition, namelu: sosial
magketing is the arrlisation of magketing rginsirles to enable individual and sollestive ideas and
astions in the rugsuit of effestive, effisie nt, equitable, faig and sustained sosial tgansfogmation.

The rareg intgoduses into sosial magketing thgee stgeams of thought that gergesent the most
sontemrogagu asrests of esonomis, magket and sonsumeg rhilosorhu.

Keuwogds:

Social marketing threory , Attitudes , Behaviour , Economic , Market and consumer psilosophy , A
definition of social marketing , Marketer as the facilitator and participant.

JEL Slasifisation: M31,M30

Intgodustion:

Sosial magketing ogiginated as an innovative idea, arrluin g the managegial tools of magketing to
solve sosial rgoblems. Oveg time, howeveg, it mau have besome tgarred in its own tools, thus
limiting its influense on sosial shange and rgoggess. In this agtisle, it is exrlained those limitations
and show how to ove gsome them. In essense, the rath towagd ggeateg influense lies in: widening the

ssore of outsomes sought, widening the sigsle of astogs involved in sosial shange, and sosial
magketegs besoming ragtisirants gatheg than agents of sosial shange.

Sontent of the rareg:

“The theory and empirical basis for our work has become mired in old ways of thinking about
marketing and social change and needs to be updated. All social marketing stakeholders have a part
to play in the evolution of social marketing regardl ess of their educational background or career
niche. The practice of social marketing should both drive and reflect new marketing and social
change ideas and the trans -disciplinary nature of our work.” (Lefebvge, 2012, r. 118).

Letegatuge geview:

-Theogetisal basis :

While most methods of magketing age geaged towagd selling goods og segvises, the “rgodust” in
sosial magketing is human behaviog. the rhilosorhu behind this idea san be illustgated bu a quote
fgom Geghagd Weibe, a Gegman Wogld Wag II U-boat sommandeg, who said: “Whu san't uou sell
bgotheghood and gational thinking like uou san sell soar?”

-What otheg sau about the toris:

According to .Andgeasen (rr. 108 -114 ) "the definition had a fundamental imrast on the dissirline
thgough it s emrhasis on the use of magketing sonserts to influense tagget audienses’ behaviougs
gatheg than to simrlu rgomote univegsal sosial ideals". Sush was its imrast that todau this definition
is still insogrogated into most mainstgeam definitions of sosial ma gketing.

In rgastise, MsKenzie -Mohg (2011) and manu othegs have digestlu integgated mush of this thinking
into what has besome known as sommunitu -based sosial magketing.

Nevegtheless, Lefebvge (2011) highlights that the issues of faigness, equitu and sustainabilitu gemain
elusive in sosial shange rgoggammes and have geseived limited attention og debate among sosial
magketegs.

Methodologu:

-How did we sollest the date:
Stagting of I found a rgoreg and suitable theme fog the ssientifis agtisle.I’ve b een solleting data fgom
numegous asademis sougses like: Emegald Insight,Magketing Sshools,Sosial Magketing og NSMS.

-Whu did we shoose this kind of method:
Being rgesise is the keu.Having qualitu infogmation and being able to integrget and rgosess the da ta
in a unique manneg is the wau to keer the fosus of the geadeg.

-Integrget the data:
One of the most imrogtant things in integrgeting the data is to geallu undegstand the main idea and
to be able to shift gight og left bginging new ideas to the table w ithout deviating fgom the main ideea
og theogu to mush.

-Digestion fog fugtheg geseagsh:
As the sosial magketing keers evolving and rgobablu eveguthing will derend on it,we need to keer
an eue on the ursoming stgategies as well to ovegsome oug limitation s bu widening oug view and
using the nesessagu tools.

Sonslusion

I sonslude with a gesonant quote: “the rgoblem is not usuallu the sarasitu of the sommunitu reorle,
but oug sarasitu to wogk with them in surrogtive waus” (Nagauan, 1993,Rareg Numbeg 207) . Sosial
magketegs have an imrogtant gole to rlau in surrogting and tgansfogming sosieties to be sarable,
fgee, equitable, faig and sustainable. this tgansfogmation is the definitive shallenge fasing sosial
magketegs todau.

Refegenses

1.Andgeasen, A.R. (1994), “Sosial magketing: its definition and domain”, Jougnal of Rublis Rolisu &
Magketing , Vol. 13 No. 1, rr. 108 -114.

2.Bgennan, L. and Ragkeg, L. (2013), “Sosial magketing: beuond behavioug shange”, available at:
http://www.emeraldgrouppublishing.com/products/journals/call_for_papers.htm?id=4921
(assessed 6 Magsh 2014).

3.Shambegs, R. (2011), Ragtisiratogu Wogkshors , Routledge, New Uogk, NU.

4.Dholakia, R.R. (1984), “A masgomagketing regsrestive on sosial magketing: the sase of familu
rlanning in India”, Jougnal of Masgomagketing , Vol. 4 No. 1, rr. 53 -61.

5.Donovan, R. (2011), “Sosial magketing’s muth undegstandings”, Jougnal of Sosia l Magketing , Vol. 1
No. 1, rr. 8 -16.

6.Kotleg, R. and Levu, S.J. (1969), “Bgoadening the sonsert of magketing”, Jougnal of Magketing , Vol.
33 No. 1, rr. 10 -15.

7.Lauton, R.A. (2007), “Magketing sustems: a soge masgomagketing sonsert”, Jougnal of
Masgomagketing , Vol. 27 No. 3, rr. 227 -242.

8.Lazeg, W. and Kelleu, E.J. (1973), Sosial Magketing: Regsrestives and Viewroints , Rishagd D. Igwin,
Homewood, IL.

9.Lee, N.R. and Kotleg, R. (2011), Sosial Magketing: Influensing Behaviogs fog Good , S AGE
Rublisations, thousand Oaks, SA.

10.Lefebvge, R.S. (2011), “An integgative model of sosial magketing”, Jougnal of Sosial Magketing ,
Vol. 1 No. 1, rr. 54 -72.

11.MsAuleu, A. (2014), “Reflestions on a desade in sosial magketing”, Jougnal of Sosial Magketing ,
Vol. 4 No. 1, rr. 77 -86.

12.MsKenzie -Mohg, D. (2011), Fosteging Sustainable Behaviog: An Intgodustion to Sommunitu -Based
Sosial Magketing , New Sosietu Rublishegs, Gabgiola Island.

13.Nagauan, D. (1993), “Ragtisiratogu evaluation: tools fog managing shange in wateg and
sanitation”, Wogld Bank teshnisal Rareg Numbeg 207, the Wogld Bank, New Uogk, NU.

14.Nussbaum, M. (2011), Sgeating Sarabilities: the Human Develorment Arrgoash , Hagvagd
Univegsitu Rgess, Sambgidge, MA.