사회마케팅의 성격과 영역에 관한 고찰 = A study on the nature and scope of societal marketing

다국어 초록 (Multilingual Abstract)

Managerial marketing should have been reexamined by the new concept of marketing in the name of societal marketing from the coming of 1970s. The main controversy of marketing concept in those days was the broadening the concept of marketing. This broadened concept of marketing must be deepened for the purpose of general acceptance of marketing theory.
Social marketing is to consider the social and humanistic values and to attempt to continue the long-run growth of business in the equilibrium between the business and the society. Societal marketing have developed by two flows : the one is the direction which the firm searches for the balance with society's needs : the other is the direction of application of marketing concepts and techniques to non-profit organizations.
It is defined, in this paper, that societal marketing is to accomplish the long-run business profit through the social satisfaction of consumer citizens and within this process, to consider concretely the social impacts which business is related directly and indirectly, and to study and develop the decision-making and strategies of business and organization marketing that react positively to the solution of social problems. This societal marketing is not new replacement, but the supplement and logical extension of managerial marketing. The scope of societal marketing in the aspects of business enterprise can be classified as profit/ micro and macro / normative.
Societal marketing contains and considers the scope of managerial marketing. But it transcend the managerial marketing, because it covers the relationship of more broadened social domain. And so, the alternativism, has been suggested, that explores the new and alternative ways which are different from the previous forms.
In the alternativism, what is the particularly important problem is to change marketing structure into alternative social-oriented marketing by the conversion in the conception and foundation of thought.
Finally, for practice of societal marketing is to establish the cooperative systems of government agency, all the social organization including business, and individual consumer citizen. Therefore it is very important to develop a framework for promoting cooperation as a problem of gaining cooperation in a social dilemma. A social dilemma can be solved by using a behavioral or structural solution.
To promote this cooperation will be a prerequisite and foundation for the sincere practice of societal marketing concept in business enterprise and other social organization.

목차 (Table of Contents)

• 目次
• Ⅰ. 서론
• Ⅱ. 마케팅 사고의 재검토
• Ⅲ. 마케팅 사고의 확대 및 심화
• Ⅳ. 사회마케팅의 성격
• Ⅴ. 사회마케팅의 범위
• Ⅵ. 결론
• 참고 문헌
• Abstract