Social marketing of a different pace : between liberal and paternalistic management of social change

Kamin, Tanja (author)

This article examines social marketing as one of the approaches for managing social change. We place the concept of social marketing on the continuum between liberal and paternalistic approaches to social change management. Furthermore, we consider which forms of social change management in Slovenia are dominant, and in which position among them is social marketing. The presumption of the discussion is that social marketing has developed at different paces and with different acknowledgements around the world, according to the prevailing governmental philosophy: paternalism or liberalism. Societies based on liberal models of governance seem keener to accept and develop liberal approaches and social marketing among them. In societies with a tradition of paternalistic social change management, where we position Slovenia, social marketing is evolving slowly, with more caution, although incorporating the essential principles of social marketing developed in liberal market societies. We conclude the discussion with an assessment of the current stage of the life-cycle of social marketing in Slovenia, and the opportunities and obstacles to its further development.

• Language: English
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Year: 2011
• Number of pages: Str. 1648-1662, 1713
• Numbering: Letn. 48, št. 6
• PID: 20.500.12556/RUL-75761
• UDC: 316.42:005(497.4)
• ISSN on article: 0040-3598
• COBISS.SI-ID: 30888029
• Publication date in RUL: 21.12.2015

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: Slovenian

Abstract

V prispevku bomo razmišljali o socialnem marketingu kot enem izmed pristopov za upravljanje z družbenimi spremembami. Predstavili bomo pojem socialnega marketinga in ga umestili v nepretržje med liberalnimi in paternalističnimi pristopi upravljanja z družbenimi spremembami ter razmislili, katere so prevladujoče oblike upravljanja z družbenimi spremembami v Sloveniji in kakšno mesto med njimi ima socialni marketing. Razprava izhaja iz predpostavke, da se je socialni marketing najvidneje in najhitreje razvijal v družbah, ki temeljijo na liberalnih modelih upravljanja. V državah s tradicijo paternalističnega upravljanja z družbenimi spremembami, kamor uvrščamo Slovenijo, pa se socialni marketing razvija počasneje in bolj previdno, a sledi temeljnim izhodiščem, postavljenim v liberalnem tržnem sistemu. V zaključku bomo ocenili, na kateri stopnji življenskega cikla se nahaja socialni marketing v Sloveniji in kakšne so možnosti ter ovire za njegov nadaljnjni razvoj.

• Keywords: družba