Marketing socioambientalun nuevo paso en el desarrollo del marketing social
ISSN: 1812-0970
Ano de publicación: 2004
Volume: 1
Número: 1
Páxinas: 139-153
Tipo: Artigo
Outras publicacións en: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing
Resumo
This article is related to the potential that social marketing has in order to influence significatively on those human behaviours that are considered to be inadequate or negative for the environment. At this point it is suggested to develop a new concept, the so called socioenvironmental marketing, coming from the excessively anthropocentric conception that, according to the author's judgement, nowadays social marketing has, whose final aim links itself to obtain some benefit for people. On the other hand, the socioenvironmental marketing tries to obtain the improvement of biodiversity and sustainable development on the planet, but fixing attention on human behaviours concerning resources and living species, being the former and the latter the subject of preferential atention.