Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/11715/1288
Título : Study of the influence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga, barrio vivo”
Autor : Universidad Don Bosco
Foncubierta Rodríguez, María José
Ravina Ripoll, Rafael
Galiano Coronil, Araceli
Palabras clave : Teoría y Praxis
Social Marketing
Commitment
non profit organizations
Relational Marketing
Campo de Gibralta
Fecha de publicación : ene-2017
Editorial : Editorial Universidad Don Bosco
Citación : Foncubierta, M., Ravina, R. y Galiano, A. (2017). Study of the influence of commitment in social marketing: the case of “Coordinadora de lucha contra la droga, barrio vivo”. Revista Teoría y Praxis, (30), pp. 25-50
Resumen : In this paper a theoretical model of sustainable behavior is developed. Through this theoretical model, that we have called Commitment Model Applied to Social Marketing, we propose to establish a relation between the use of social marketing strategies from an integrative perspective and the consumer engagement or commitment. The methodology used has been a literature review about some of the most important social marketing and engagement theories. To explain how to apply the model we have used the case method, through the study of the non profit organization: “Coordinadora de Lucha contra la Droga, Barrio Vivo” (“Coordinator for Combating Drugs, Living Neighborhood”), in Algeciras, a city in the of South-East of the province of Cádiz, in the area denominated Campo de Gibraltar. This area has experienced a dramatic amount of drug consumption by a significant part of its youth population, facilitated by its geographical proximity to North Africa.
URI : http://hdl.handle.net/11715/1288
ISSN : 1994-733X
Aparece en las colecciones: No. 30, enero-mayo 2017

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