Abstract

OLIVERA CARHUAZ, E.S.  and  PULIDO CAPURRO, V.M.. Social marketing: its importance in social problem solving. Rev. ciente. UCSA [online]. 2018, vol.5, n.2, pp.26-35. ISSN 2409-8752.  https://doi.org/10.18004/ucsa/2409-8752/2018.005(02)026-035.

Marketing has developed over time and its extension to different areas has led to the emergence of new trends. One of these is social marketing, whose origin dates back to the 1960’s and was born as an instrument applicable to the social problem solving. The present research analyzes all those aspects related to social marketing, from the reasons that motivated its appearance, the close relationship with corporate social responsibility and commercial marketing; as well as the variables that constitute it and the various benefits derived from the application of social programs.

Keywords : Social marketing; corporate social responsibility; social problems.

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