Marketing social : du non-profit au profit collectif (notice n° 743856)
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| fixed length control field | 02427cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123092044.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Dobiecki, Bernard |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Marketing social : du non-profit au profit collectif |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2007.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 90 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméLe marketing social se traduit par des actions sur l’opinion publique visant à obtenir l’adhésion, l’action des publics visés et leur participation, au moyen de techniques telles que les relations publiques, le marketing direct, l’événementiel, le multimédia, le buzz marketing, etc. Trois exemples d’actions sectorielles sont proposés. Le premier traite du langage des organismes. Le deuxième concerne le marketing caritatif et décrit une campagne contre la faim dans le monde. Le troisième exemple s’intéresse à la sécurité routière. Ils montrent tous les trois le marketing social comme étant un levier de changement social qui se traduit par une prise de conscience collective, parfois une nouvelle réglementation, comme la loi Coluche, générant des comportements différents. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Social marketing results in actions on public opinion aimed at obtaining adhesion, public action and participation, by means of techniques such as public relations, direct marketing, special events, multi-media, buzz marketing, etc. Three different examples are studied in this article. The first deals with the language of organizations. The second concerns charity marketing and describes a campaign against world hunger. The third focuses on road safety. All three examples show social marketing as being a lever of social change resulting in a collective awakening which generates different behaviors, and sometimes leads to new regulations, such as the French “Coluche” law. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | méta-marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | opinion publique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communication sociale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing social |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing non marchand |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing sociétal |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social communication |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | public opinion |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | societal marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | meta-marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | non-commercial marketing |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Market Management | 7 | 2 | 2007-06-01 | p. 91-116 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2007-2-page-91?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2007-2-page-91?lang=fr&redirect-ssocas=7080</a> |
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