The Battle between Commercial Marketing and Social Marketing
Bibliographic record
Abstract
Key words: Social marketing, demarketing, curtailing consumption, degrowth, less is more SUMMARY The purpose of commercial marketing is to sell products that satisfy customers’ needs at a profit, without judging the rightfulness of those needs. Social marketing’s purpose is to modify or change consumer needs when they are harmful to the person, other persons, or society. Social marketing therefore acts as a corrective to harmful commercial marketing practices. With the rise of sustainability concerns, social marketing takes on the additional objective of urging persons in advanced nations to reduce their consumption on the grounds of ”less is more”. Social marketers will mount more campaigns to discourage water consumption, beef consumption, heavy packaging with plastics, and so on. To preserve the planet, an emerging goal of social marketing is Degrowth. Parole chiave: Marketing sociale, demarketing, riduzione dei consumi, decrescita, meno è meglio RIASSUNTO Lo scopo del marketing commerciale è quello di vendere prodotti che soddisfino i bisogni dei clienti con profitto, senza giudicare la correttezza di tali bisogni. Lo scopo del marketing sociale è quello di modificare o cambiare i bisogni dei consumatori quando questi sono dannosi per la persona, per gli altri o per la società. Il marketing sociale agisce quindi come correttivo alle pratiche di marketing commerciale dannose. Con l’aumento delle preoccupazioni per la sostenibilità, il marketing sociale assume l’ulteriore obiettivo di esortare le persone nei paesi avanzati a ridurre i loro consumi sulla base del principio “meno è meglio”. Il marketing sociale organizzerà più campagne per scoraggiare il consumo di acqua, di carne bovina, di imballaggi pesanti con plastica e così via. Per preservare il pianeta, un obiettivo emergente del marketing sociale è la decrescita. Autore per corrispondenza: giuseppe.fattori@unibo.it
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.014 | 0.017 |
| Meta-epidemiology (narrow) | 0.001 | 0.000 |
| Meta-epidemiology (broad) | 0.001 | 0.001 |
| Bibliometrics | 0.003 | 0.004 |
| Science and technology studies | 0.007 | 0.029 |
| Scholarly communication | 0.026 | 0.022 |
| Open science | 0.001 | 0.006 |
| Research integrity | 0.012 | 0.013 |
| Insufficient payload (model declined to judge) | 0.043 | 0.008 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".