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| Author: | Mai Ibrahim Hamza |
| Category: | E-Marketing [Edit] |
| Language: | Arabic |
| Publisher: | المكتب العربي للمعارف |
| ISBN: | 9789772766611 |
| Release Date: | 01 Jan 2014 |
| Pages: | 275 |
| Rank: | 535,989 No 1 most popular |
| Short link: | Copy |
| More books like this book | |
يعد تسويق الأفكار والسلوكيات الاجتماعية التي تهدف إلى تنمية المجتمع سابقاً على ظهور مفهوم التسويق الاجتماعي ذاته، فقد عرف الرومان واليونان القدماء أنشطة من شأنها الترويج لفكرة تحرير العبيد، كما كانت هناك جهود لترويج العديد من الأفكار خلال الثورة الصناعية وحملات الإصلاح الاجتماعي، وصولاً إلى ظهور مصطلح "التسويق الاجتماعي" في السبعينيات من القرن العشرين وبداية تطبيقه على أسس وقواعد مستمدة من التسويق التجاري.
وينطوي التسويق الاجتماعي على استخدام مبادئ وآليات التسويق التجاري لترويج ونشر أفكار من شأنها تنمية المعتقدات والمعارف والسلوكيات بما يحقق صالح المجتمعات وينهض بها. وتتخذ أنشطة التسويق الاجتماعي شكل الحملات المخططة ذات الأهداف المحددة التي يتم تحقيقها عبر عدد من الرسائل التي تعرض في العديد من وسائل الإعلام، إضافة إلى استخدام أساليب الاتصال الشخصي.
ويتيح علم الدلالة والنظرية السيميولوجية الأسس العامة لاستخدام العناصر الدلالية والرموز السمعية والبصرية، اللفظة وغير اللفظية في النصوص الإعلامية والاقناعية، والمعاني التي تتولد عن تلك العناصر والجمع بينها وكفاءتها في تحقيق الإدراك والفهم لهدف العام للرسالة وتذكرها.
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