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Societal marketing is a philosophy or mindset that informs marketing decisions whereas social marketing is a distinct branch within the marketing discipline. Societal marketing is concerned with the consideration of the social and ethical aspects of marketing planning. Social marketing is concerned with facilitating social change.
Kotler and Gerald Zaltman created the field of social marketing, which applies marketing theory to influence behavior change that would benefit consumers, their peers, and society as a whole. [6] Kotler and Sidney Levy developed the idea of demarketing , which organizations must employ to reduce overall or selective demand when demand is too high.
Megamarketing is a term coined by U.S. marketing academic, Philip Kotler, [1] [2] [3] to describe the type of marketing activity required when it is necessary to manage elements of the firm's external environment (governments, the media, pressure groups, etc.) as well as the marketing variables; Kotler suggests that two more Ps must be added to the marketing mix: public relations and power.
[9] [11] [12] [13] More recently, Philip Kotler and Sidney J. Levy's groundbreaking 1969 Journal of Marketing article, "Broadening the Conception of Marketing," laid the foundations for a greatly expanded understanding of marketing. [14] Similarly, Kotler's Marketing Management text has played a key role in deepening the field's scholarship ...
Hollander and others have suggested that the different dates for the emergence of marketing can be explained by problems surrounding the way that marketing has been defined – whether reference to 'modern marketing' as a planned, programmed repertoire of professional practice including activities such as segmentation, product differentiation ...
and his answer was an enigmatic concept, "the spirit of the gift". A good part of the confusion (and resulting debate) was due to a bad translation. Mauss appeared to be arguing that a return gift is given to keep the very relationship between givers alive; a failure to return a gift ends the relationship; and the promise of any future gifts.
Value in marketing can be defined by both qualitative and quantitative measures. On the qualitative side, value is the perceived gain composed of individual's emotional, mental and physical condition plus various social, economic, cultural and environmental factors.
Marketing ethics, however, can be divided into two categories: Positive marketing ethics. Normative marketing ethics. Positive marketing ethics looks at the statement "what is" when it comes to examining marketing practices, an example would be to research fraudulent advertising and keep a record of the violations.
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