Social Marketing: Perspectives and Viewpoints

Social Marketing: Perspectives and Viewpoints

Social Marketing: Perspectives and Viewpoints

Social Marketing: Perspectives and Viewpoints

Excerpt

Marketing is an evolving discipline subject to continued reassessment, redirection, and restructuring. During the 1950s and 1060s, marketing thought underwent a major conceptual revision. A managerial orientation emerged; the marketing management concept with its emphasis on policies, analysis, strategies, and planning was well received in both marketing education and practice. The influence of this period has had an enduring effect evidenced by an internalization of the marketing concept and the managerial approach to marketing in literature and business practice.

New theories and approaches to marketing thought are emerging in the 1970s. Social marketing and related developments have attracted considerable attention from every sector of the economy. Once again some of the fundamental concepts and dimensions of marketing are being challenged, resulting in a further reorientation of marketing thought.

The companion volumes, Managerial Marketing: Policies, Strategies, and Decisions and Social Marketing: Perspectives and Viewpoints, are designed to reflect these changes. Both books provide a realistic and comprehensive orientation to the study, analysis, and management of change in marketing. Both managerial marketing and social marketing are necessary complements to an understanding of business in contemporary society. The volume, Managerial Marketing: Policies, Strategies, and Decisions, is designed to present the most current perspectives on marketing management while highlighting the changing environmental forces influencing and shaping marketing policy and strategy. The companion volume, Social Marketing: Perspectives and Viewpoints, treats the evolving societal approach to marketing. The marketing management and social marketing volumes, however, are complete and self- sufficient. They are designed for use as independent learning units or as an integrated package at both undergraduate and graduate levels. When read together, they provide an integrated overview of both social and managerial focuses. Moreover, the contents and material in both volumes have been carefully selected and coordinated to reflect an integrated overview and learning approach to contemporary marketing.

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