Extending the Vision of Social Marketing Through Social Capital Theory: Marketing in the Context of Intricate Exchange and Market Failure  

Oleh:

Glenane-Antoniadis, Alicia ; Whitwell, Gregory ; Bell, Simon J. ; Menguc, Bulent

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 3 no. 3 (Sep. 2003), page 323–343.
Topik: exchange; marketing concept; market failure; marketing tools; social capital theory; social marketing
Fulltext: 323MT33.pdf (144.4KB)

Isi artikel

Broadening the conceptual boundaries of marketing in the late 1960s led to a significant paradigm shift. Social marketing emerged under the auspices of this extended concept. It is not surprising, therefore, that social marketers have tended to apply conventional marketing tools, albeit within a vastly different context. This article argues that social marketers, operating in an environment that is characterized by amplified market failure brought about by externalities, may be ill-equipped to foster change utilizing conventional marketing tools. The article proposes that social capital is a useful and appropriate theory to supplement traditional notions of marketing to further enhance the field of social marketing.

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