Marketing of Peace of Demarketing of War?: A Qualitative Study on University Students Effect of Demarketing of War

Marketing of Peace of Demarketing of War?: A Qualitative Study on University Students Effect of Demarketing of War

Carmen Nastase (University Stefan Cel Mare, Romania), Touria Neggady Alami (Hassan II University, Morocco), Zakaria Ait Taleb (Hassan II University, Morocco) and Mounia El Farouki (Hassan II University, Morocco)
Copyright: © 2019 |Pages: 12
DOI: 10.4018/978-1-5225-7464-4.ch006


The marketing of peace has been of great impact during the previous century and the first two decades of the 21st. From famous songs to international institutions, the efforts to establish peace as a universal value were multiple. Marketing tools are the main approach to achieve this goal. Yet marketing peace can take more than one form, as demarketing war is also used to prepare people to reject it and pressure governments to take more peaceful measures to keep their interests. The rise of social media and viral videos has played an important role in raising the awareness against war and other kinds of violence. Therefore, this research aims at testing the impact of those videos on their target groups. To achieve this goal, the researchers study the impact of emotional and objective videos about the war in Syria to assess their impact on their analysis of the situation. As a key finding, the two groups had different approaches depending on the video introducing the topic, one more centered on politics and another giving a more humanitarian analysis.
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Social Marketing And… Demarketing

The quick development of social marketing triggered a huge disagreement, as a new field; about its real purpose and its differences from other “similar” fields like communication and behavior mobilization. Kotler and Zaltman (1971) gave its first definition and considered “Social marketing like the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research”.

Rangun & Karim claimed that social marketing entails “(a) changing attitudes, beliefs, and behaviors of individuals or organizations for a social benefit, and (b) the social change is the primary (rather than secondary) purpose of the campaign.” (Rangun & Karim,1991).

We can define social marketing as the conception, application, and control of plans to evaluate the level of acceptability of social ideas, involving different factors of product planning, pricing, communication, distribution, and marketing research (Kotler, Zaltman, 1971). Additionally, social marketing refers to the use of commercial marketing tools to conceive programs, which test the target’s behavior but also to improve the personal welfare of theses audiences.

In the 1950’s, many researches led to debates upon what we can regard as social marketing (Simon 1968). Twenty years later, the expression emerged through Kotler and Zaltman's article “Social Marketing: An Approach to Planned Social Change” (1971). Moreover, Elliott (1991) stated that the growth of social marketing enlightened the development of the social aspect within the marketing domain but also the increase of other technologies promoting social change. Finally, Brown (1986) asserted that the growth of marketing strongly fostered social marketing.

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