عنوان انگلیسی مقاله:

Re-thinking and re-tooling the social marketing mix

ترجمه عنوان مقاله: تفکری نو و ساختار دهی مجدد آمیخته بازاریابی اجتماعی

رشته: مدیریت بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 5 .صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده انگلیسی مقاله

Abstract Re-thinking and re-tooling the social marketing mix

This article considers the role of the four Ps marketing mix model in social marketing, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required. A brief review of the four Ps marketing mix model in the mainstream marketing and social marketing fields is presented. Criticisms of the four Ps model are then examined. It is argued that the four Ps marketing mix model is outdated forapplication to social marketing, and an alternative approach to the social marketing mix is proposed. It is posited that an expanded approach recognizing strategies such as relational thinking, and upstream social marketing activities would offer a more suitable approach. Using a more open minded social marketing mix less reliant on the four Ps model can help guide social marketing research and practice.

Keywords: Marketing mix, Social marketing, Concepts, Four Ps

مقدمه انگلیسی مقاله

Introduction Re-thinking and re-tooling the social marketing mix

The 2011 World Social Marketing Conference in Dublin featured a lively debate about the role and relevance of the four Ps in social marketing. Clive Blair-Stevens, Director at Strategic Social Marketing and Sue Nelson, Social Marketing Director of Kindred (UK) argued to abandon the four Ps, stating the view that they have lost practical application as technology and social media have evolved.Nancy Lee, President of Social Marketing Services Inc. and Mark Blayney Stuart from the Chartered Institute of Marketing defended the four Ps arguing that they provide a simple, accessible and useful framework for practitioners. Following the debate a vote was taken with a majority voting in favour of keeping the four Ps. In a democratic society, one should normally respect the wishes of voters. However, this article examines the four Ps in detail, andproposes that the marketing mix in social marketing requires a re-think.

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