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

Reynaldo G. Rivera ()
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Reynaldo G. Rivera: Universidad Austral, School of Communication

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 3, No 4, 558 pages

Abstract: 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.

Keywords: Human-to-human marketing; Service-dominant logic; Sustainable development goals; Design; Relational marketing (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-023-00377-3

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