Provide a social marketing model based on social responsibility: An interdisciplinary view of marketing - sociology with emphasis on the elderly

Document Type : Original Article

Authors

1 Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

2 Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

10.30510/psi.2022.292359.1888

Abstract

The present study aims to provide a social marketing model; It is done with an interdisciplinary view of marketing-sociology. The research method is qualitative and based on data theory of the foundation. Data were collected from semi-structured interviews and analyzed by Strauss and Corbin method and paradigm model. Sampling was done theoretically and using targeted techniques and the statistical community in accordance with the systematic model of data theory, were selected from experts and managers with active experience in the field of the elderly. The results of analyzing the data obtained from the interviews during the open, pivotal and selective coding process indicate that for the success of social marketing based on interdisciplinary social responsibility marketing - sociology, managers should pay attention to the identified categories and subcategories and deeply Negri, determine the appropriate direction and future direction of the organization, guide people to the designated path and motivate change in the employees of these organizations.

Keywords

Political Sociology of Iran
Volume 5, Issue 11
January 2023
Pages 623-640

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