Social Marketing as a Mechanism Embodying the Concept of Social Communication: a Study between Concept

Abstract

Abstract: Marketing is a commercial and economic concept in the first place, as it is concerned with services, goods and the profit side of enterprises and companies, in order to be developed and successful. However, the concept of marketing has extended to other areas, perhaps the most important of which is the social aspect, so that the concept of social marketing has emerged, which involves the use of the principles and skills of marketing science, as well as all methods of creativity and media dazzling to promote useful ideas, social values or behaviors for society. Social marketing is one of the distinct areas of a special nature in the framework of marketing in general, where marketing is no longer concerned with goods only, but extended to include "services, ideas, social values" where it has become usual to find the use of the term social marketing along with the concept of social communication, which is one of the forms of communication used by public authorities, private enterprises, companies and associations of all kinds, in order to spread awareness among individuals and sensitize them to the importance of adopting new ideas and behaviors to attain a conscious and civilized society away from social ills and wrong behaviors. Many international enterprises and companies have embodied these two concepts by striving to achieve the concept of sustainability, which aims to achieve a balance between the economic and financial growth and development of the company in exchange for its activity, in order not to have a negative impact on environment. Keywords: Communication, Sustainability, Social communication, Social Marketing.