SOCIAL MARKETING AND SOCIETAL MARKETING: A THEORETICAL CONFUSION

• Main Authors: Taís Pasquotto Andreoli, Váldeson Amaro Lima, Silvio Augusto Minciotti
• Format: Article
• Language: English
• Published: Universidade Federal do Ceará 2018-07-01
• Series: Contextus
• Subjects: Marketing social; Marketing societal; Evolução do marketing; Desconformidades em marketing; Tipos de marketing.
• Online Access: http://www.periodicos.ufc.br/contextus/article/view/33166
• ISSN: 1678-2089; 2178-9258

Despite a clear distinction between the concepts of social marketing and societal marketing, a misguided usage of these terms keeps on recurring. In this sense, the work aimed at: (1) mapping the academic production concerning social marketing and societal marketing; and, in particular, (2) checking and analyzing possible distortions around their use. A bibliographic survey was de­­­­veloped in order to study the circumstances in which those themes arose; also, a bibliometric research was carried out together with a critical analysis of academic publications’ contents referring to social marketing and societal marketing. It was possible to observe that, in spite of the expressive scientific production identified, there are remarkable distortions in the usage of the above mentioned terms, whether while presenting the concepts in a mistaken way or while expressing an incorrect meaning of them or even while applying them in an improper way.