How does social networks impact social reality?

Social networks are nowadays a powerfull tool in means of establishing the icon topics that people pay attention to or the priorities and debates around the society. A current issue promoted by social networking was the migration flows as a part of the migration crisis. These social networks play a role of sensibilization or private interest promotor, and it is undeniable. That is why Organizations in al the world have researched in this topic so as to broaden its knowledge. According to the European Comission “The objective of the research in this field is to harness the collaborative power of ICT networks to create collective awareness of sustainability threats and enable collective solutions.”Read More »


Services Marketing

Marketing of services is a new phenomenon in the area of marketing, but only towards the end of the 20th century it gained more importance as a practice. According to the Management Study Guide (2016), Services marketing first appeared in the 1980’s when the debate started on whether marketing of services was significantly different from that of products so as to be classified as a separate discipline. Before this, services were considered just a support to the production and marketing of goods and for that reason were not deemed as having separate relevance of their own.Read More »

The positive influence that social networks have on marketing and selling campaigns.

Jimena Azinovic, Cristina Dominguez and the website PuroMarketing agree on  the positive influence social networks and marketing have on selling campaigns. Social networks are one of the easiest and cheapest tools for publishing your brand in your objective market. Connecting with influential people on social media around you will help, by making your range wider and expanding your visibility.Read More »

“La recesión no acabará hasta que levantemos una generación que sepa vivir con lo que tienen”-Anónimo

Dice Francisco Comín que la crisis de 2007,  que nació en Estados Unidos,  fue una crisis de parecida importancia a la del 1929. La actual crisis también es considerada como  la segunda gran depresión tras la del 29. Comín atribuye a varias causas el origen de la actual crisis: la sobre-producción industrial por la mejora en productividad en países desarrollados, la deslocalización de empresas  que se van a países emergentes, como Brasil, China, Malasia, India, etc., en busca de mano de obra barata. Otra de las causas es el aumento de desempleo y reducción de salarios en países desarrollados y por última causa la inversión en proceso desde 1992. Es decir, ahora los países emergentes exportan capital y prestan dinero a los desarrollados con los capitales obtenidos de sus exportaciones.Read More »

Green Marketing

Most of society is not prepared to reduce its level of consumption. The aim of marketing is to change consumption habits, to consume in a different way. Therefore, the concern about environmental issues should be moved to the purchase and consumption behavior. According to Daniel Cano García, the ecological marketing arises due to environmental movement that had been concerned about the consequences for the environment.Read More »

“The Media Says That Equality For Women Has Arrived, But if You Look Around, You Still Do not See Girls Playing Guitars And Having Sucess With It”- Joan Jett

Dolors Comas destaca, a partir de los datos del último informe del Consejo Audiovisual de Cataluña (CAC),  que “La presencia de las mujeres en los medios de comunicación no solo es menor en número respecto a la de los hombres, sino que además estaría influenciada por las concepciones de género presentes en la sociedad”.  Una de las causas de la ausencia de la mujer en los medios de comunicación podría ser que desde siempre se relaciona la mujer con lo privado y lo doméstico, y al hombre con lo público y el poder.

Read More »

“Grandes errores en la historia de los negocios. Premier, el cigarro sin humo”-Mihai Balescu

Carmen Mihu destaca, a partir de los datos de un estudio online realizado por 500 jóvenes entre 18 y 55 años, que “disfrazadas o directas, con historias bonitas, originales, divertidas, con canciones memorables, los anuncios intentan varias combinaciones en las publicidades que aparecen en la televisión, con la intención de entrar en la mente de los consumidores”. Día a día las agencias de publicidad y los departamentos de marketing buscan la fórmula mágica para una publicidad perfecta, la cual sorprenda a través de la creatividad, intentando descubrir qué es lo que aprecia el consumidor en una publicidad, qué elementos determinan la adquisición y qué tan importante es la frecuencia de su difusión.

Read More »

Marketing Mix and Strategies

As it affirms the blog “pixel creativo”, the discipline of marketing has its aim on maintaining the clients of an specific product or service by satisfying their necessities, and that is why it is continuously analyzing the market and consumers’ behavior. During 1950, the professor Neil Bourden from, the business school of Harvard, redefined the position of the Marketing boss, developing what it is called “Marketing Mix”, with the aim of concreting determined objectives and establishing closer relation with clients. Read More »

How can social marketing raise awareness about climate change?

It is understood that social marketing has the power to affect our behavior and thoughts through different adverting techniques, for instance, which often have a visual impact on people. Most times it is used to promote marketing goods or ideas that enhance the image of a certain company and has the ability to “play with our heads” – in the good and in the bad. However, some consider social marketing to do little to achieve noncommercial goals, but this is a dangerous oversimplification and underestimation of the influence of social marketing.  “In an age of climate change, environmental destruction, natural resource shortages, fast population growth, hunger and poverty, as well as insufficient social services, what contributions might marketing make?” (Serrat, 2010)

To begin with, I want to illustrate how the word “social” in particular is crucial here and why it has to do both with the way of marketing needed and climate change itself. First of all it can be considered a social problem because it affects almost everyone (for instance global warming) whether in varying intensity. There are many people suffering of pollution and environmental damages in many different ways. Furthermore “social sciences hold the key to the solution of the severe environmental problems” because “humans have come to dominate earth systems thanks to the power of social cooperation.”(Laurent)
Finally social problems and environmental problems depend on each other or rather are interdependent.

Contrary to Mancur Olson’s “logic of collective action” the environment can be much better protected by a larger heterogeneous group of people than by some individual persons. (cf. pg 10). Therefore we need a demand in society for environmental protection. Besides we need a strong society for rescuing the people after “natural disasters”.

Now, from an other point of view, a social problem often needs solution strategies of a social nature, therefore that is a good moment for marketing to step in; the atmophere where it operates is mainly collective and affiliates a lot of people, this way the message is more efficiently conveyed. As mentioned, social marketing “is no longer a mere function used to increase business profits” but more like a social process – “composed of human behavior patterns concerned with exchange of resources or values” – as well as “organizing the creation, communication, and delivery of products and services to meet their desires as well as the needs of society, and solve serious social problems”. (Serrat,2010) This being said, communication and marketing interventions show to have considerable potential to promote important population behavior change objectives by providing potential target audiences with programs that contain the attributes of effective climate change messages.

Good examples about raising awareness about climate change and enhancing behavioral change in people through social marketing are for example campaigns with social or environmental objectives, undertaken by government or non-governmental organizations. (WWP)

“Tackling climate change will require a huge shift in mindset and a willingness among the public to make lifestyle changes. Effective communication will be essential. WPP is participating in Shaping the Message on Climate Change, an initiative of the UN and International Advertising Association, to improve communication on climate change and ensure a successful outcome at the Copenhagen Climate Conference in December 2009.”

What are then the components of a good campaign about climate change?  First of all, it is good to be aware that “the effectiveness of social marketing rests on the demonstration of direct impact on behavior; it is this feature that sets social marketing distinctly apart from communication or awareness-raising approaches (where the main focus is on highlighting information and helping people understand it)”. Then, most consumers 6aacd5836ee9cc363cccde82580ca17dare looking to business to take greater action on climate change, and expect greater competition in the next few years around this issue. They prefer easier choices and more help differentiating environmentally sound products from others. Certain sectors, such as investment, transport and oil, face more scrutiny than others because environmental objectives are perceived to be fundamentally at odds with their way of operating. (Downing and Ballantyne)

” Effective communication on climate change which is capable of motivating changes in consumer behaviour (rather than simply raising awareness further) will depend upon: the relevance of climate change to consumers’ lives and the relationship to their consumption behaviours being made clear; targeting strategies which take account of differences amongst key consumer segments; and developing a message which motivates rather than overwhelms consumers whilst avoiding any perceptions of `greenwashing´.” (Peattie and Pontings, 2009)


Laurent, É (September, 2013) “Inequality as pollution, pollution as inequality”,OFCE/Sciences Po-Paris, Standfor University, Harvard University, retrieved from:

Peattie, K, Peattie, S and Ponting, C,(2009) “Climate change: a social and a commercial marketing communications challenge”, EuroMed Journal of Business, Vol. 4, retrieved from:

Downing, P and Ballantyne, J (2007) “Social Marketing & Climate Change: Tipping Point or Turning Point?”, Ipsos Mori-Social Research Institute, retrieved from:

Serrat, O, (January, 2010) “Knowledge Solution”, Asian Development Bank, retrieved from:

WWP Corporate Responsability Report 2008/2009, retrieved from: