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Sociodynamics
Reference:

Social marketing in the mirror of economic sociology

Ovrutskiy Aleksander Vladimirovich

head of the Department of Speech Communications at Southern Federal University

344023, Russia, Rostov-on-Don, str. Truda, 18, ap. 23

alexow1@ya.ru
Другие публикации этого автора
 

 

DOI:

10.25136/2409-7144.2018.7.26532

Review date:

06-06-2018


Publish date:

24-07-2018


Abstract.

The subject of this research is the socioeconomic content of the phenomenon of social marketing. The object is the scientific texts dedicated to the topic of social marketing, which explicate the social content of the studied practices (mostly sociological works), as well as their economic components (marketing sources). Another object of this work became the implemented campaigns of social marketing, which analysis allowed determining the vectors of technologies, subject matter, instruments, target audience and the development trends. The goal lies in identification of the content, structure and functions of social marketing, as well as analysis of the explanatory schemes of its occurrence and functioning. The research is conducted within the methodology of economic sociology and reveals the content of social marketing. The author differentiates the concepts of “social marketing” and “societal marketing”. The criteria for comparative analysis are the following: purpose of practices, effects, type of communication, competitive environment, mechanism, target audience, structure of marketing, character of basic demand, and motivation. The author also describes the economic (marketing) and social content of technology.

Keywords: Organizational Socialization, Ethical Marketing, Brand Positioning Social, Neoliberal Ideology, Consumption, Postindustrial Society, Social Management, Commodification, Societal Marketing, Social Marketing
This article written in Russian. You can find full text of article in Russian here .

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