{"?xml":{"@version":"1.0"},"edm:RDF":{"@xmlns:dc":"http://purl.org/dc/elements/1.1/","@xmlns:edm":"http://www.europeana.eu/schemas/edm/","@xmlns:wgs84_pos":"http://www.w3.org/2003/01/geo/wgs84_pos","@xmlns:foaf":"http://xmlns.com/foaf/0.1/","@xmlns:rdaGr2":"http://rdvocab.info/ElementsGr2","@xmlns:oai":"http://www.openarchives.org/OAI/2.0/","@xmlns:owl":"http://www.w3.org/2002/07/owl#","@xmlns:rdf":"http://www.w3.org/1999/02/22-rdf-syntax-ns#","@xmlns:ore":"http://www.openarchives.org/ore/terms/","@xmlns:skos":"http://www.w3.org/2004/02/skos/core#","@xmlns:dcterms":"http://purl.org/dc/terms/","edm:WebResource":[{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-T1SZ0N7C/8127e260-05b2-4088-b394-087afe6a1760/PDF","dcterms:extent":"128 KB"},{"@rdf:about":"http://www.dlib.si/stream/URN:NBN:SI:doc-T1SZ0N7C/5ba5a927-8f98-4d43-9355-f941bf43cdde/TEXT","dcterms:extent":"61 KB"}],"edm:TimeSpan":{"@rdf:about":"1997-2023","edm:begin":{"@xml:lang":"en","#text":"1997"},"edm:end":{"@xml:lang":"en","#text":"2023"}},"edm:ProvidedCHO":{"@rdf:about":"URN:NBN:SI:doc-T1SZ0N7C","dcterms:isPartOf":[{"@rdf:resource":"https://www.dlib.si/details/URN:NBN:SI:spr-NBP8CVHZ"},{"@xml:lang":"sl","#text":"Akademija MM"}],"dcterms:issued":"2014","dc:creator":["Kamin, Tanja","Lukač, Petra"],"dc:format":[{"@xml:lang":"sl","#text":"letnik:13"},{"@xml:lang":"sl","#text":"številka:23/24"},{"@xml:lang":"sl","#text":"str. 61-73"}],"dc:identifier":["ISSN:1408-1652","COBISSID_HOST:33197405","URN:URN:NBN:SI:doc-T1SZ0N7C"],"dc:language":"sl","dc:publisher":{"@xml:lang":"sl","#text":"Marketing magazin"},"dc:subject":[{"@xml:lang":"sl","#text":"družbeni problemi"},{"@xml:lang":"sl","#text":"družbeni vidik"},{"@xml:lang":"en","#text":"marketing"},{"@xml:lang":"sl","#text":"trženje"},{"@xml:lang":"sl","#text":"tržno komuniciranje"}],"dcterms:temporal":{"@rdf:resource":"1997-2023"},"dc:title":{"@xml:lang":"sl","#text":"Etične dileme novodobnega marketinškega hibrida| komercialnosocialni marketing v Sloveniji|"},"dc:description":[{"@xml:lang":"sl","#text":"This paper draws on a recent conceptual proposal to theoretically positioned business practices that merge principles of social marketing with commercial business models. This modern marketing hybrid is called commercial social marketing. It utilizes marketing techniques to encourage a behavioural or attitudinal change in the target group, aiming to achieve a social goal that is conducive to a more fundamental corporate goal (Anker and Kappel, 2011). This paper has two goals; first, it aims to position commercial social marketing in comparison to other similar concepts like social marketing, corporate societal marketing, and put related marketing within the context of Slovene marketing terminology. Second, it sets a research framework for identifying the presence of commercial social marketing campaigns in Slovene marketing practice, and for describing their key features. The research shows that not many campaigns in Slovenia correspond to the criteria of commercial social marketing. Rather, more campaigns could be described as commercial social advertising, cause related marketing or other forms of corporate social marketing. Since 2004 up to 2013, only three campaigns in Slovenia were consistent with all six commercial social marketing criteria, namely \"5 na dan\", \"Zdravo je pravo\" and \"Ego Slim & Vital\". These three campaigns encourage behavioural or attitudinal change in their target groups, but they also evidently show that their fundamental concern lies with business motives (i.e. profit increase, differentiation on the market, competitive advantage, improvement of corporate image and brand etc.), rather than social motives (achieving social change in relation to particular social problem). Thus they provoke a number of ethical concerns, similarly as commercial social marketing campaigns elsewhere in the world"},{"@xml:lang":"sl","#text":"Družbene probleme praviloma naslavljajo javne in neprofitne organizacije, s številnimi pristopi, med njimi tudi socialnomarketinškimi. V zadnjih letih družbene probleme nagovarja v svojih kampanjah tudi vse več organizacij zasebnega, profitnega sektorja, a to dejavnost večina znanstvene in strokovne literature ostro loči od socialnega marketinga. Oblike delovanja, v katerih zasebni sektor uporablja svoja lastna sredstva za strateško razvijanje in implementacijo kampanj, ki skušajo poleg svojih korporacijskih ciljev doseči tudi družbene spremembe za izboljšanje blaginje družbe, Anker in Kappel (2011) opredelita kot komercialnosocialni marketing. Gre za novodobni marketinški hibrid, na katerega opozarja vse več primerov iz tujine, pa tudi iz Slovenije. Eden od ciljev tega prispevka je ugotoviti, kako pogost je pojav komercialnosocialnega marketinga v Sloveniji, pri čemer skušamo ta pojav razlikovati od drugih, sorodnih oblik marketinga. Posamezni pojmi, ki označujejo preplet prvin socialnega in komercialnega marketinga, sicer imajo določena stičišča s pojmom komercialnosocialni marketing, vendar obstaja med slednjim in drugimi oblikami korporacijskega družbenega marketinga ena pomembna razlika, tj. skušati pri ciljni skupini doseči spremembo vedenja, ki je povezana z reševanjem izbranega problema v družbi. Empirična analiza kampanj v Sloveniji v obdobju 2004-2013 je pokazala, da pojmu komercialnosocialni marketing ustrezajo tri kampanje: 5 na dan, Zdravo je pravo in Ego Slim & Vital, ki so v proučevanem obdobju naslavljale problematiko zdravja in so želele doseči spremembe prehranjevalnih navad, življenjskega sloga ter posledično vplivati na boljše zdravje ciljnih skupin. Osem kampanj je bliže pojmu komercialnosocialno oglaševanje, tri pa so bliže pojmu marketinga z namenom. Kljub temu, da komercialnosocialnomarketinške kampanje vzbujajo številne etične polemike, je lahko komercialnosocialni marketing močno orodje za reševanje družbenih problemov, vendar samo če izvajalci skrbno in pazljivo preučijo in analizirajo potencialna tveganja in etične probleme takšnih programov"}],"edm:type":"TEXT","dc:type":[{"@xml:lang":"sl","#text":"znanstveno časopisje"},{"@xml:lang":"en","#text":"journals"},{"@rdf:resource":"http://www.wikidata.org/entity/Q361785"}]},"ore:Aggregation":{"@rdf:about":"http://www.dlib.si/?URN=URN:NBN:SI:doc-T1SZ0N7C","edm:aggregatedCHO":{"@rdf:resource":"URN:NBN:SI:doc-T1SZ0N7C"},"edm:isShownBy":{"@rdf:resource":"http://www.dlib.si/stream/URN:NBN:SI:doc-T1SZ0N7C/8127e260-05b2-4088-b394-087afe6a1760/PDF"},"edm:rights":{"@rdf:resource":"http://rightsstatements.org/vocab/InC/1.0/"},"edm:provider":"Slovenian National E-content Aggregator","edm:intermediateProvider":{"@xml:lang":"en","#text":"National and University Library of Slovenia"},"edm:dataProvider":{"@xml:lang":"sl","#text":"Društvo za marketing Slovenije"},"edm:object":{"@rdf:resource":"http://www.dlib.si/streamdb/URN:NBN:SI:doc-T1SZ0N7C/maxi/edm"},"edm:isShownAt":{"@rdf:resource":"http://www.dlib.si/details/URN:NBN:SI:doc-T1SZ0N7C"}}}}