From the origin of the marketing to the social orientation: from the economic perspective to the social one. Organization and communication aspects

Authors

  • José Sixto García UNIVERSIDADE DE SANTIAGO DE COMPOSTELA

Keywords:

Marketing. Approach/perspective. Economy. Social marketing. Communication.

Abstract

This research analyzes the historic events that favored the origin of the marketing as a technique, its application and its later consolidation as a discipline. From that time the evolution is gone on from its economic origin to the application to any type of organization or product, defining the parameters through marketing is nowadays governed. This is because the orientations of the marketing have gone evolving in the 20th and today all the organizations are directed to the market and, therefore, their activity is planned from the marketing. Nonetheless, in the last years the organizations have a new demand presented to them: goes beyond the user’s satisfaction; so, they should act low the conception of the called social marketing and, in this way, contributing also to the well-being of the long-term society.

Downloads

Download data is not yet available.

Author Biography

José Sixto García, UNIVERSIDADE DE SANTIAGO DE COMPOSTELA

Departamento Ciencias da Comunicación da Universidade de Santiago de Compostela (Espanha)

Downloads

Published

2010-07-20

How to Cite

GARCÍA, J. S. From the origin of the marketing to the social orientation: from the economic perspective to the social one. Organization and communication aspects. Em Questão, Porto Alegre, v. 16, n. 1, p. 61–77, 2010. Disponível em: https://seer.ufrgs.br/index.php/EmQuestao/article/view/12541. Acesso em: 24 jun. 2025.

Issue

Vol. 16 No. 1 (2010)

Section

Article

License

Copyright (c) 2010 José Sixto García

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with this journal agree to the following terms:

Authors will keep their copyright and grant the journal with the right of first publication, the work licensed under License Creative Commons Attribution (CC BY 4.0), which allows for the sharing of work and the recognition of authorship.

Authors can take on additional contracts separately for non-exclusive distribution of the version of the work published in this journal, such as publishing in an institutional repository, acknowledging its initial publication in this journal.

The articles are open access and free. In accordance with the license, you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.