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Derivaciones de marketing SOCIAL para empresas no lucrativas y lucrativas en España

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  • Marisol Alonso Vázquez

Abstract

En el presente trabajo se trata la concepción actual que se tiene en el mercado español por aplicar aunque de manera empírica derivaciones de marketing tal es el caso del marketing social, marketing con causa, marketing social corporativo y los esfuerzos que han realizado las empresas españolas al respecto. Para ello, se exponen las diferencias conceptuales de dichos términos para poder distinguir las ventajas de uno y otro. El trabajo se completa con un análisis documental en el que se estudia la relación entre la percepción de los consumidores españoles y lo que actualmente están realizando las empresas.

Suggested Citation

  • Marisol Alonso Vázquez, 2006. "Derivaciones de marketing SOCIAL para empresas no lucrativas y lucrativas en España," Contribuciones a la Economía, Grupo Eumed.net (Universidad de Málaga), issue 2006-06, Juny.
  • Handle: RePEc:erv:contri:y:2006:i:2006-06:cb95fa3b76110e96a2066ea57780f51d
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