Approaches on the Application of Social Marketing in Non-Profit Institutions

Authors

  • Ana María Cuevas Padilla Universidad de Xalapa
  • Angélica Patricia Figueroa Solis Universidad de Xalapa

DOI:

https://doi.org/10.5281/zenodo.7185952

Keywords:

Social Marketing, Strategic Planning, Promotion, Direct Marketing, Nonprofit Institutions

Abstract

This paper offers the reader a first approach to the basic concepts of social marketing aimed at non-profit institutions. It consists of six sections in which, after introducing the reader to the subject, descriptions of marketing, promotional mix and direct marketing, strategic planning and social marketing are presented, to specify this last topic on non-profit institutions. The considerations presented here are a starting point to later propose social marketing strategies aimed at attracting donations in a non-profit institution. Finally, conclusions are formulated that will certainly be enriched by the readers' own reflection.

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Author Biographies

Ana María Cuevas Padilla, Universidad de Xalapa

Doctora en Finanzas Públicas y Maestra en Administración, área Mercadotecnia, por la Universidad Veracruzana. Es integrante del Instituto Interdisciplinario de Investigaciones de la Universidad de Xalapa y participa como catedrática en licenciaturas y posgrados de la misma institución, así como en las Facultades de Ciencias Administrativas y Sociales, y de Contaduría y Administración de la Universidad Veracruzana.

Angélica Patricia Figueroa Solis, Universidad de Xalapa

Licenciada en Administración de Empresas Turísticas por el Centro Superior de Estudios Turísticos Jalapa. Actualmente cursa la Maestría en Mercadotecnia en la Universidad de Xalapa.

References

Fischer, L., y Espejo, J. (2011). Mercadotecnia. México: McGraw Hill.

Fisher, L., y Espejo, J. (2004). Mercadotecnia. México: McGraw-Hill.

Cuevas, A.M. (2004). Situación y perspectivas mercadológicas de las empresas de repostería en la ciudad de Coatepec, Veracruz, México. Tesis de maestría, Universidad Veracruzana, Xalapa-Enríquez, Veracruz, México.

Cuevas, A. y Domínguez, K. (2015). “Conceptos mercadológicos para el desarrollo de estrategias de crecimiento empresarial” en Hernández, C. coord. Investigación Educativa en Administración: Aportes y Perspectivas. México: Universidad de Xalapa.

Fernández, R. (2007). Manual para elaborar un plan de mercadotecnia. México: McGraw-Hill Interamericana.

Kotler, P. (1995). Mercadotecnia. Boston: Prentice Hall.

Kotler, P., y Armstrong, G. (2008). Fundamentos de Marketing. México: Prentice Hall.

Rodríguez, Z. I. (2014). Propuesta de estrategia de mercadotecnia social, para la asociación civil (AHTECA). Xalapa.

Pérez, L. A. (2004). Marketing Social. Teoría y Práctica. México: PEARSON Educación de México. 5

Stanton, W. M. (2000). Fundamentos de Marketing. México: McGraw-Hill.

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Published

2016-08-01

How to Cite

Cuevas Padilla, A. M., & Figueroa Solis, A. P. (2016). Approaches on the Application of Social Marketing in Non-Profit Institutions. Universita Ciencia, 5, 99–108. https://doi.org/10.5281/zenodo.7185952

Issue

2016: Special Issue: Master's Degree Papers

Section

Artículos

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