社会营销:随时准备帮助彻底改变营销教育

IF 3.1 4区 管理学 Q2 BUSINESS
Fiona Harris
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引用次数: 1

摘要

目的本文旨在探讨社会营销如何帮助营销教育发生革命性的变化,并认为这一变化现在是必要的。世界正面临各种严重挑战,包括全球大流行病、紧急气候紧急情况和早该进行的社会变革。社会营销凭借其远见卓识、整体系统思维和对社会和环境福祉的真正关注,处于推动下一代营销人员营销教育转型的理想位置。设计/方法论/方法本文是概念性的,参考了50多年来关于社会营销的文献 多年的历史,辅以更广泛的营销文献。运用SWOT分析法对营销教育的转型建议进行了分析。发现社交营销有助于彻底改变营销教育的六大优势,缩写为COHERE:与不同学科和利益相关者的合作;对分享知识、经验和详细案例研究持开放态度;具有较长时间范围的整体方法;真正参与社会公益;在理论和实践上开辟新天地的研究;道德是其核心。实践意义通过这些优势探索了帮助彻底改变营销教育的机会,承认了弱点和威胁,并分析了对营销和社会营销的影响。独创性/价值本文提出了社会营销如何(通过六大优势)以及何时(现在)通过采用社会营销和商业营销的双重视角,帮助彻底改变营销教育。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social marketing: ready to help revolutionise marketing education
Purpose This paper aims to explore ways through which social marketing could help to revolutionise marketing education and argues that this change is needed now. The world is confronting a variety of serious challenges, including a global pandemic, an urgent climate emergency and overdue social transformations. Social marketing, with its far-sightedness, holistic systems thinking and genuine concern for the well-being of society and the environment, is ideally positioned to step forward to help accelerate the transformation of marketing education for the next generation of marketers. Design/methodology/approach This paper is conceptual and is informed by the literature on social marketing over its 50 years history, supplemented by the wider marketing literature. A SWOT analysis is used to analyse the proposed transformation of marketing education. Findings Six strengths are proposed by which social marketing can help to revolutionise marketing education, identified under the acronym COHERE: collaboration with a diversity of disciplines and stakeholders; openness to sharing knowledge, experience and detailed case studies; a holistic approach with a longer time horizon; engaging authentically with the social good; research that breaks new ground in theory and practice; and ethics embedded at its core. Practical implications The opportunities to help revolutionise marketing education offered through these strengths are explored, the weaknesses and threats acknowledged and the implications for marketing and social marketing analysed. Originality/value This paper proposes how (through the six identified strengths) and when (now) social marketing can help revolutionise marketing education, by adopting a dual lens of social and commercial marketing.
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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