Κοινωνικό marketing και ΑΜΕΑ
Social marketing and people with disabilities
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Keywords
Μάρκετινγκ ; Κοινωνικό μάρκετινγκ ; ΑΜΕΑ ; Θεωρία 4P ; Δημόσια υγείαAbstract
Marketing is considered to be an integral part of people’s daily lives all over the world. Decades
ago, through television and advertising, but especially in recent years with the rapid spread of
social media, all users are receiving a variety of advertisements throughout the day. The
marketing theories presented in the first chapter, are able to be applied to the entire range of
marketing categories that have been reported during the evolution of marketing. In the second
chapter, an extensive reference is made to social marketing, which was first mentioned by Kotler
and Zaltman in 1971. The purpose of social marketing is to boost recipients to change their
behavior for the benefit of society as a whole. Later on, in the third chapter, there is social
marketing for people with disabilities, the need to integrate them into society and how through
social marketing society can change its perception towards people with intellectual disabilities.
The fourth chapter presents the connection of social marketing with public health and how the
4Ps theory, mentioned in the first chapter, is applied to the field of public health. Finally, in the
fifth chapter, there are listed step by step the actions proposed by Kotler and Lee (2008) to create
a social marketing campaign.