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International Review on Public and Nonprofit Marketing

Erschienen in:

16.05.2023 | Position Paper

A human-to-human approach to social marketing for sustainability and development

verfasst von: Reynaldo G. Rivera

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 3/2023

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Abstract

The Sustainable Development Goals are a global blueprint for enhancing the quality of life and prosperity of society and the planet. Social Marketing can facilitate their achievement if it approaches social change from a humanistic and holistic perspective.

In this paper, we review the literature on the importance and impact of Social Marketing strategies on SDGs, map raising criticisms related to complex systems theory and present a new model based on Service-Dominant Logic and a Human-to-Human Marketing framework. We argue that this model should guide future Social Marketing programs and projects. Our approach is based on a human-centered perspective of Marketing science and praxis, emphasizing human and ecological values.

Vorheriger Artikel Creativity as the key to success—a plea for more guts in social marketing communication

Nächster Artikel The role of social marketing in achieving the planet sustainable development goals (SDGs)

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Titel: A human-to-human approach to social marketing for sustainability and development
verfasst von: Reynaldo G. Rivera
Publikationsdatum: 16.05.2023
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 3/2023
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-023-00377-3

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