Social Marketing: Historical Approach and Contemporary Challenges

Abstract

In a moment when social issues are increasing in relevance is important to summarize social marketing contributions to marketing and society discussions. There are still some misunderstandings among social marketing and other terminologies that might difficult the comprehension. Thus, is necessary to clarify conceptual issues from social marketing that allows to bound distinctions between this and other marketing and society concepts. This paper seeks to understand how social marketing has evolved from its inception to its present state, the paper also addresses the emerging research avenues and future challenges to the discipline.