El marketing social en Españasituación actual y estrategias para su desarrollo
ISSN: 1812-0970
Year of publication: 2004
Volume: 1
Issue: 1
Pages: 35-52
Type: Article
More publications in: Revista internacional de marketing público y no lucrativo = International review on public and non profit marketing
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.