Regressando aos Valores Básicos: As Propostas do Marketing Social e Humanista Outros Idiomas

ID:
45572
Resumo:
Aunque los planteamientos tradicionales del marketing social han dado resultados razonablemente exitosos, han surgido críticas que están conduciendo a la reflexión de sus paradigmas. Por otro lado, ante las consecuencias desalentadoras de un marketing neoliberal, una perspectiva humano-centrista del marketing empieza a emerger. Este artículo revisó los progresos del marketing social y la reciente propuesta del marketing humanista. Los resultados muestran que ambos postulados convergen y que el marketing social puede integrar la propuesta del marketing humanista. Sin embargo, intervenciones del marketing sustentadas en la práctica de los altos valores que sostiene el marketing humanista, pueden contribuir a la reducción de la desigualdad, mejorar el bienestar y la coexistencia humana, satisfacer con dignidad las necesidades humanas elementarles y hacer más eficiente la articulación de los sistemas de intercambio.
Citação ABNT:
CAVAZOS-ARROYO, J.; PUENTE-DÍAZ, R. Regressando aos Valores Básicos: As Propostas do Marketing Social e Humanista. Revista Organizações em Contexto, v. 13, n. 25, p. 279-298, 2017.
Citação APA:
Cavazos-arroyo, J., & Puente-díaz, R. (2017). Regressando aos Valores Básicos: As Propostas do Marketing Social e Humanista. Revista Organizações em Contexto, 13(25), 279-298.
DOI:
http://dx.doi.org/10.15603/1982-8756/roc.v13n25p279-298
Link Permanente:
http://www.spell.org.br/documentos/ver/45572/regressando-aos-valores-basicos--as-propostas-do-marketing-social-e-humanista/i/pt-br
Tipo de documento:
Artigo
Idioma:
Espanhol
Referências:
ABELA, A. V.; MURPHY, P. E. Marketing with integrity: ethics and the service-dominant logic for marketing. Journal of the Academy of Marketing Science, v. 36, n. 1, p. 39-53, 2007.

ANDREASEN, A. R. Marketing social marketing in the social change marketplace. Journal of Public Policy & Marketing, Chicago, v. 21, n. 1, p. 3-13, 2002.

BATES, R. Critical analysis of evaluation practice: the Kirkpatrick model and the principle of beneficence. Evaluation and Program Planning, v. 27, n. 3, p. 341-7, 2004.

BEAUCHAMP, T. L.; CHILDRESS, J. F. Principles of biomedical ethics. New York: Oxford University Press, 1983.

BORGERSON, J. L. Humanistic marketing. Consumption. Markets & Culture, v. 18, n. 2, p. 1-7, 2014.

BRENKERT, g. g. Ethical challenges of social marketing. Journal of Public Policy & Marketing, v. 21, n. 1, p. 14-25, 2002.

CARVALHO, H. C.; MAZZON, J. A. A better life is possible: the ultimate purpose of social marketing. Journal of Social Marketing, v. 5, n. 2, p. 169-186, 2015.

CHOCHINOV, H. M. Dignity Therapy. New York: Oxford University Press, 2012.

CRAWSHAW, P. governing at a distance: Social marketing and the (bio) politics of Responsibility. Social Science & Medicine, v. 75, p. 200-207. 2012.

DAHAN, N. et al. Corporate-NgO Collaboration: co-creating new business models for developing markets. Long Range Planning, v. 43, n. 2-3, p. 326-42, 2010.

DRNEVICH, P. L.; KRIAUCIUNAS, A. P. Clarifying the conditions and limits of the contributions of ordinary and dynamic capabilities to relative firm performance. Strategic Management Journal, v. 32, n. 3, p. 254-279, 2011.

ERHARD, W.; JENSEN, M. Beyond Agency Theory: The Power of Integrity. Harvard Business School, NOM Research Paper n. 10-06; Barbados group Working Paper nº 10-02. Negotiation, Organizations and Markets. p. 1-58, 2014. .

ERHARD, W.; JENSEN M. C.; ZAFFRON, S. Integrity: A Positive Model that Incorporates the Normative Phenomena of Morality, Ethics and Legality. Harvard Business School, NOM. 2009.

FERgUSON, B. Creativity and Integrity: Marketing the “In Development” Screenplay. Psychology & Marketing, v. 26, n. 5, p. 421-444, 2009.

FUERST, M.; SCHOTTER, A. Strategic integrity management as a dynamic capability. In: WILKINSON, T. (Ed.). Strategic Management in the 21st Century. Praeger Publishers. 2011. .

GLEISER, M. O iluminismo e o humanocentrismo. Folha de S.Paulo, 6 jul. 2014. .

GORDON, R.; GURRIERI, L. Towards a reflexive turn: Social marketing assemblages. Journal of Social Marketing, n. 4, v. 3, p. 261-278, 2014.

GORDON, R. Re-thinking and Re-tooling the Social Marketing Mix. Australasian Marketing Journal, v. 20, n. 2, p. 122-6, 2012.

GRAHAM, J. L. Marketing social change: Changing behavior to promote health, social development, and the environment. Journal of Marketing Research, v. 34, n. 2, p. 294-301, 1997.

HASTINGS, G. Relational paradigms in social marketing. Journal of Macromarketing, v. 23, n. 1, p. 6-15, 2003.

HEDIGER, W. Sustainable development and social welfare. Ecological Economics, v. 32, n. 3, p. 481-92, 2000.

HORKHEIMER, M. Critical theory: Selected essays. New York: Bloomsbury Publishing, 1972.

HUNT, S. D. On the intersection of marketing history and marketing theory. Marketing Theory, v. 11, n. 4, p. 483-9, 2011.

JENNINGS, M. The seven signs of ethical collapse: How to spot moral meltdowns in companies... Before it’s too late. USA: Macmillan. 2006.

KATSOS, J. E.; FORT, T. L. Leadership in the promotion of peace: Interviews with the 2015 Business for Peace honorees. Business Horizons, v. 59, n. 5, p. 463-70, 2016.

KOLK, A.; LENFANT, F. Hybrid business models for peace and reconciliation. Business Horizons, v. 59, n. 5, p. 503-24, 2016.

KOLK, A.; LENFANT, F. Partnerships for peace and development in fragile states: Identifying missing links. Academy of Management Perspectives, v. 29, n. 4, p. 422-37, 2015.

KOTLER, P.; LEE, N. Social marketing. London: SAGE, 2008.

KOTLER, P.; ZALTMAN, g. Social marketing: An approach to planned social change. Journal of Marketing, v. 35, n. 3, p. 3-12, 1971.

LAZER, W. Marketing’s changing social relationships. The Journal of Marketing, v. 33, n. 1, p. 3-9, 1969.

LEFEBVRE, R. C. An integrative model for social marketing. Journal of Social Marketing, v. 1, n. 1, p. 54-72, 2011.

LEFEBVRE, R. C.; FLORA, J. A. Social marketing and public health intervention. Health Education Quarterly, v. 15, n. 3, p. 299-315, 1988.

LEFEBVRE, R. C. Transformative social marketing: Co-creating the social marketing discipline and brand. Journal of Social Marketing, v. 2, n. 2, p. 118-24, 2012.

LÓPEZ, M. T. Dignidad, igualdad. La buena política europea. En: Ciudadanos de Europa. Derechos fundamentales en la Unión Europea. Madrid: Biblioteca Nueva. 2005. p. 83-90.

LUCA, N. R.; HIBBERT, S.; MCDONALD, R. Towards a service-dominant approach to social marketing. Marketing Theory, v. 16, n. 2, p. 194-218, 2016.

MACLARAN, P.; BROWN, S. The center cannot hold: Consuming the utopian marketplace. Journal of Consumer Research, v. 32, n. 2, p. 311-23, 2005.

MANIKAM, S.; RUSSELL-BENNETT, R. The social marketing theory-based (SMT) approach for designing interventions. Journal of Social Marketing, v. 6, n. 1, p. 18-40, 2016.

MICK, G. D. et al. Transformative Consumer Research. For Personal and Collective Well-Being. USA: Routledge, 2012.

NAVARRO, V. Las limitaciones de los programas antipobreza. Pensamiento Crítico. 2014. .

NEDELEA, A. M.; NEDELEA, M. O. Humane Marketing, peace marketing and rebranding marketing. Ecoforum Journal, v. 5, n. 2, p. 288-91, 2016.

NELSON, J. The business of peace. London: Prince of Wales Business Forum, 2000.

PALACIOS, A.; ROMAÑACH, J. El modelo de la diversidad: una nueva visión de la bioética desde la perspectiva de las personas con diversidad funcional (discapacidad). Intersticios, v. 2, n. 2, p. 37-47, 2007. .

PEATTIE, S.; PEATTIE, K. Ready to fly solo?Reducing social marketing’s dependence on commercial marketing theory. Marketing Theory, v. 3, n. 3, p. 365-85, 2003.

PEATTIE, S.; PEATTIE, K.; THOMAS, R. Social Marketing as Transformational Marketing in public services. Public Management Review, v. 14, n. 7, p. 987-1010, 2012.

PIRSON, M.; KOSTERA, M. Introduction to Dignity and Organization. En: PIRSON, M.; KOSTERA, M. (Ed.). Dignity and the Organization. London: Palgrave Macmillan, 2017, p. 1-9.

PIRSON, M.; VAREY, R. Introduction. En: VAREY, R. J.; PIRSON, M. (Ed.). Humanistic Marketing. London: Palgrave Macmillan, 2014, p. 1-15.

POPOVIĆ, S.; POPOVICH, L. M. Economics of Dignity: growing people from consumers to members. Eruditio, v. 1, n. 4, p. 151-6, 2012.

RETTBERG, A. Need, creed, and greed: Understanding why business leaders focus on issues of peace. Business Horizons, v. 59, n. 5, p. 481-92, 2016.

RUNDLE-THIELE, S. Looking back and moving forwards: An agenda for social marketing research. Recherche et Applications en Marketing, v. 30, n. 3, p. 128-33, 2015.

RUSSELL-BENNETT, R.; WOOD, M.; PREVITE, J. Fresh ideas: services thinking for social marketing. Journal of Social Marketing, v. 3, n. 3, p. 223-38, 2013.

SAREN, M. et al. Introduction: Defining the field of Critical Marketing. En: SAREN, M.; MACLARAN, P.; GOULDING, C.; ELLIOTT, R.; SHANKAR, A.; CATTERALL, M. (Ed.). Critical marketing: Defining the field. Amsterdam: Elsevier. 2007. p. xviii-xxiii.

SHARON, T. Human Nature in an Age of Biotechnology: The Case for Mediated Posthumanism, Philosophy of Engineering and Technology. USA: Springer Science+Business, 2014.

SHETH, J. N.; GARDNER, D. M.; GARRETT, D. E. Marketing theory: evolution and evaluation. New York: Wiley, 1988.

SIRGY, J. M.; LEE, D. J. Well-being marketing: An ethical business philosophy for consumer goods firms. Journal of Business Ethics, v. 77, n. 4, p. 377-403, 2008.

SOSA, R. Desigualdad, exclusión y pobreza en América Latina: La inmensa deuda social del neoliberalismo. Revista do Instituto Brasileiro de Direitos Humanos, v. 11, n. 11, p. 155-66, 2011.

SPOTSWOOD, F. et al. Some reasonable but uncomfortable questions about social marketing. Journal of Social Marketing, v. 2, n. 3, p. 163-75, 2012.

STEAD, M. et al. A systematic review of social marketing effectiveness. Health education, v. 107, n. 2, p. 126-91, 2007.

STOREY, J.; SAFFITZM, G.; RIMON, J. Social Marketing. En: gLANZ, K.; RIMER, B.; VISWANATH, K. (Ed.). Health Behavior and Health Education Theory, Research, and Practice. 4 ed. San Francisco: Jossey-Bass. 2008. p. 169-88.

VAREY, R. J.; PIRSON, M. Humanistic Marketing. London: Palgrave, Macmillan, 2014.

WEERAWARDENA, J.; SULLIVAN-MORT, G. Investigating social entrepreneurship: A multidimensional model. Journal of World Business, v. 41, n. 1, p. 21-35, 2006.

WYMER, W. Developing more effective social marketing strategies. Journal of Social Marketing, v. 1, n. 1, p. 17-31, 2011.

YU, G.; LEE, D. J.; SIRGY, J. Well-being Marketing as Humanistic Marketing. En: VAREY, R. J.; PIRSON, M. (Ed.). Humanistic Marketing. London: Palgrave, Macmillan, 2014, p. 164-75.