Creating Value for Modern Consumers with Social Marketing: Corporate Sustainability in the Age of Globalization
Keywords:
Social Marketing, Globalization Era, Corporate sustainabilityAbstract
In a globalized society, Marketing evolves with time and with various environmental factors. To be suitable for economic conditions, social, culture, technology and the behavior of consumers that change all the time. Resulting in many businesses having to pay more attention to creating value for consumers.The role of consumers from defensive and see that marketers create value and consumers, the value giver, change to the role of value creators. The changing consumer roles make marketers need to change their views and marketing strategies, which allows you to be informed of market changes. Creating value for modern consumers with social marketing was one way to help the organization to become sustainable for maintaining relationships and creating value for consumers. In the change of society in the era of globalization. Because social marketing was the application of principles. Concept and marketing tools to design, plan, implement, control and evaluation. Under the dimension of sustainability in 3 areas such as
economic survival, social equality and environmental protection.
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