Ready to Fly Solo? Reducing Social Marketing’s Dependence on Commercial Marketing Theory
Ready to Fly Solo? Reducing Social Marketing’s Dependence on Commercial Marketing Theory
复制标题
准备好单飞了吗？减少社交营销对商业营销理论的依赖
DOI：
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发表时间：
2003
期刊：
影响因子：
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通讯作者：
K. Peattie
中科院分区：
文献类型：
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作者：
Susan Peattie;K. Peattie
社会营销理论和实践过去的发展很大程度上基于传统商业营销思想和实践的转化。以客户为导向和传统营销技术的应用往往成功地彻底改变了对社会目标的追求，并导致了社会营销的日益普及。然而，过分强调将主流营销原则和实践直接转化为社会环境可能会产生实际问题，并造成社会营销理论基础的混乱。本文对社会营销理论的发展及其对主流商业营销的依赖提出了批评。它认为，社交营销的未来发展可能取决于对社交和商业环境之间差异的更好理解和重视。本文的结论是，社会营销需要发展自己独特的词汇、理念和工具。为了实现这一目标，理论家可能有机会效仿其他营销子学科的例子，并直接回到营销所赖以建立的学科，包括经济学、心理学、社会学和传播理论，以寻找新的、更适合的实践和理论来应用。
The past development of social marketing theory and practice has been based largely on the translation of ideas and practices from conventional, commercial marketing. The application of a customer orientation and conventional marketing techniques has often successfully revolutionized the pursuit of social goals and has led to the growing popularity of social marketing. There is, however, a danger that an over-emphasis on the direct translation of mainstream marketing principles and practices into social contexts may create practical problems and also confusion regarding the theoretical basis of social marketing. This paper provides a critique of the development of social marketing theory and its reliance on mainstream commercial marketing. It argues that social marketing’s future development may depend upon a better understanding of, and emphasis on, the differences between the social and commercial contexts. The paper concludes that social marketing needs the developmentof its own distinctive vocabulary, ideas and tools. To achieve this, there may beopportunities for theorists to follow the example of other marketing sub-disciplines, and also to reach back directly into the disciplines on which marketing is founded, including economics, psychology, sociology and communications theory, in search of new and better-adapted practices and theories to apply.
影响因子：
5.9
作者：
PROCHASKA, JO;DICLEMENTE, CC
通讯作者：
DICLEMENTE, CC