SciELO - Scientific Electronic Library Online

 
vol.16 número3Marketing social en Brasil. Historia, desafíos y una agenda para el futuro índice de autoresíndice de materiabúsqueda de artículos
Home Pagelista alfabética de revistas  

Servicios Personalizados

Revista

Articulo

Indicadores

Links relacionados

  • No hay articulos similaresSimilares en SciELO

Compartir


Revista de Gestão dos Países de Língua Portuguesa

versión impresa ISSN 1645-4464

Resumen

FRENCH, Jeff. Marketing social good. RGPLP [online]. 2017, vol.16, n.3, pp.4-13. ISSN 1645-4464.

This paper sets out some of the key insights and principles about why effective social behavioural design needs to incorporate marketing principles. The paper explores how social marketers, politicians and other stakeholders can build strategies that are enhanced by marketing principles and methodology into all social policy. The key thesis of the paper is that social marketing can help inform social policy strategy, selection and implementation through a process of citizen centric policy development and delivery. Without this understanding social interventions risk continued sub optimal delivery and a growing tendency of rejection by citizens.

Palabras clave : Social Marketing; Citizen Centric; Behaviour; Social Policy; Strategy.

        · resumen en Español | Portugués     · texto en Inglés     · Inglés ( pdf )

 

Creative Commons License Todo el contenido de esta revista, excepto dónde está identificado, está bajo una Licencia Creative Commons