Social marketing as a support for social responsibility

Thanks to globalization and the technological network, marketing is one of the areas that has evolved with great openness allowing companies to reinvent themselves, identifying what organizations can do and how they can act to improve social reality seems to emerge as a vital strategy, beyond the actions they undertake. Many companies claim to act responsibly and maintain that their actions are based on various social causes inherent to the localities where they are located and, in addition, they claim that they use marketing related to social causes to direct their actions and thus reduce environmental impacts. Thus, social marketing is a complex process that involves the ability to convince the target public to become involved in changes that the marketing experts seek to promote in order to establish communication and distribution networks. The objective is that the changes generated help to solve social problems, this generates expectations to maintain the effects of the change or to stimulate continuous changes in the future, in order to eliminate the social problem in question.