Mayasari, Iin Hasil Turnitin : An Exploratory Study of Recognizing Social Marketing in Business Practices to Achieve Better Performance in Challenging. [Kinerja Dosen]
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Abstract
Purpose of the Study : This exploratory study tried to link theoretical perspective of social marketing or social orientation with practices of business activities reporting. The reporting can be used as a starting point for the development of benchmarking for business activities. The study has three objectives namely 1) to study the motives of implementing social marketing; 2) to understand the programs of social marketing; and 3) to comprehend the dimensions of social orientation. Social orientation in social marketing emphasizes the importance of organization activity on the well-being of consumers and society. It highlights that organization has put the long-term interest of consumers and society at large. It can widen an organization’s attention from organizational short-term perspectives to address the well-being of consumers and society in the long-term. Research Method:This study used field research consisting of in-depth interviews with managers in private sectors and state owned enterprise. The interview was based on the aspects of social orientation. The data was analyzed through the linking of social orientation. Findings: The social marketing has been applied by the for years. They have recognized the importance of social orientation. The urge and the demand of social orientation application have been implemented. However, the implementation varied.
| Item Type: | Kinerja Dosen |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen-S2 |
| Depositing User: | Mrs Iin Mayasari |
| Date Deposited: | 20 Mar 2024 06:56 |
| Last Modified: | 20 Mar 2024 06:56 |
| URI: | http://repository.paramadina.ac.id/id/eprint/1597 |
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