TENDENCIAS EN MERCADEO SOCIAL (MS)
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Cómo citar

León Guatame, A. X. (2020). TENDENCIAS EN MERCADEO SOCIAL (MS). Working Papers. Maestría En Gerencia estratégica De Mercadeo, 1(4). https://doi.org/10.15765/wpmgem.v1i4.1477

Resumen

El Mercadeo Social (MS) son las acciones estratégicas dirigidas a diferentes actores que están directamente relacionados con una situación objeto de cambio, con el fin de lograr cambios de comportamiento o conducta que mejoren la calidad de vida de individuos y comunidades. En su evolución ha sido objeto de investigación de Escuelas como la de Macromarketing y la de pensamiento de investigación transformadora del consumidor (TCR); ha recibido aportes de la teoría de movimiento social, la teoría de red de actores y la teoría de la práctica social y se proyecta una tendencia en la implementación del Marketing Macro-Social para cambiar comportamientos en la sociedad y el Modelo de Mercadeo Social con enfoque Sostenible (MSsS) para planear cambios de comportamiento en la era de los Objetivos de Desarrollo Sostenible (ODS) .

https://doi.org/10.15765/wpmgem.v1i4.1477
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