Η εφαρμογή των αρχών του μάρκετινγκ και νευρομάρκετινγκ στα κοινωνικά προβλήματα

Γυρνά, Ηλιάνα

The implementation of marketing and neuromarketing principles in social problems

Master Thesis

Author

Γυρνά, Ηλιάνα

Date

2018

Abstract

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.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

102

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/11254

Collections

Τμήμα Οικονομικής Επιστήμης

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