Análisis del estado de la producción académica refente al marketing social en el mundo y en Colombia : Analysis of the state of academic production regarding social marketing in the world and in Colombia

Abstract

Social marketing focuses on applying the traditional precepts of marketing in favor of solving problems, in such a way that positive impacts are generated both individually and collectively. In such measure, the objective of the document is to present a context around the current state of academic production regarding social marketing in the world, pointing out in certain aspects in Colombia. For this purpose the thematic search was used through the tools Scopus, Scimago, La Reference, WOS, Scielo, Google Scholar and JCR. As can be seen, production in the world has been growing in terms of social marketing, however in Latin America it is still low and in the case of Colombia it is practically null.