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El marketing social en EspaÑa: SituaciÑn actual y estrategias para su desarrollo

Social marketing in Spain: Current situation and strategies for development

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Resumen

Después de una breve introduccién histérica, el trabajo que se presenta trata de dar a conocer cómo el marketing social ha de combatir los obstóculos que impiden su desarrollo en el mercado español. Se proponen una serie de estrategias para promover el pase de la etapa denominada de introducción, a la fase de crecimiento. Se intenta que sea reconocido y aceptado por toda la comunidad científica, los profesionales y la sociedad en general, como colectivos implicados. Se defiende que el crecimiento será posible con el aumento de los programas que actúen en el campo individual (el nicho del marketing social) y provoquen cambios estructurales y de comportamientos en la sociedad.

Abstract

After a brief historical introduction, the work that follows suggests to show how social marketing has to overcome the obstacles preventing its development within the Spanish market. We suggest a range of strategies meant to promote the move from the introductory stage to that of growth. We intend to have it recognized and accepted by the whole scientific community, by professionals and society in general as well as involved bodies in particular. We back that growth will be possible with an increase in the number of programmes implemented within the individual field (the root of social marketing) and which will bring about structural and behavioural changes in society.

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  1. Departamento de Economía de la Empresa, Universidad de Cídiz. Facultad de CC. Econímicas y Empresariales, Avda, Duque de Níjera s/n, 11007-Cídiz, Espaía

    Antonio Leal Jiménez

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  1. Antonio Leal Jiménez
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Leal Jiménez, A. El marketing social en EspaÑa: SituaciÑn actual y estrategias para su desarrollo. Int Rev Public Nonprofit Marketing 1, 35–52 (2004). https://doi.org/10.1007/BF02896616

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  • DOI: https://doi.org/10.1007/BF02896616

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