Η εφαρμογή των αρχών του μάρκετινγκ και νευρομάρκετινγκ στα κοινωνικά προβλήματα
The implementation of marketing and neuromarketing principles in social problems
KeywordsΚοινωνικό μάρκετινγκ ; Κοινωνικά προβλήματα ; Νευρομάρκετινγκ ; Social marketing ; Social problems ; Neuromarketing
In a society where interests override ethics and dignity, marketing can be seen as one of the solutions to mitigating many important social problems that plague our current societies. Problems such as environmental pollution, lack of public health, non-prevention of illnesses, various forms of violence (domestic, sexual, school) are issues where marketing can be used and bring about real results. At the opposite of all of these stands the inexpedient "exploitation" of the marketing functions. Besides, we are accustomed to the fact that this one is being projected, one would say, to its paradoxical form, the one that wants consumers to be passive beings who follow the mass and the time. Through this special marketing function, the term social marketing is born which, with the help of neuroscience, generates neuro-marketing, and the combination of these two sectors can be a powerful weapon against serious social issues. The aim of this paper is to highlight primarily the importance and the concept of marketing, and then, to identify the principles and the ways in which it operates in different social sectors, taking different forms, such as social marketing and health marketing, having the neuroscience as a partner. This paper identifies how marketing has been beneficial in the 4 categories of social problems according to Kotler's categorization.