Resumen de Theoretical Background: Social Marketing and Quality of Life
Helena Maria Baptista Alves, María Mercedes Galán Ladero, Reynaldo G. Rivera
Nowadays, social marketing is a key tool for accepting, promoting, encouraging, changing, modifying, discouraging, rejecting, or abandoning ideas, values, attitudes, conducts, or behaviors.Although it was initially used by public and non-profit organizations, currently businesses are also implementing social marketing. Since it can affect people’s quality of life (QOL), it is applied in different areas, such as public health and welfare, education, governance, or environment issues.Simultaneously, the quality of life approach would provide new insights to marketing strategies and better understanding of the audiences, as well as improving organizations’ strategies, programs’ effectiveness and results (financial, social and environmental).In this theoretical chapter, some definitions and core concepts about social marketing approaches and strategies from quality of life perspective are considered. The main steps of a social marketing program are also explained. Ethical and cultural issues that influence social marketing are also referred to.
