Our dear friend Professor Jeff
French put me the question that social marketing as an inevitable consequence
of social development can be one of my book’s conclusions. I told him that it
was very important for me the Popper's position (see The Poverty of
Historicism) about the science's power of bringing about a more reasonable
world, which generates his concept of piecemeal social engineering, trying to
conciliate social interventionism with freedom. In this Popperian sense, social
marketing generates an open and permanent search for the improvement of
societies and is also a natural result of their needs for improvement.
As social marketers we are sons of
a great political mix that I try to characterize with the four political
grounds [(1)Anglo-Saxon political philosophy; (2) piecemeal social engineering;
(3) American pragmatism; and (4) freedom and democracy), including the
important John Stuart Mill's constant search for the wellbeing of society and
the idea of government as the promotion of the virtue and intelligence of the
people themselves. In this sense, my clear intention was to found social
marketing concepts not only in a mere technique of marketing but in a more
profound idea of how to conduct and develop our lives together.
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