On the ISCTE-IUL website

O ISCTE-IUL promove a Conferência Novas Dimensões do Marketing Social, dia 6 de dezembro, às 18h30, no Auditório J.J. Laginha.

Introdução:

Luís Reto, Reitor do ISCTE-IUL

Intervenções de:

Stephan Dahl, Social Marketing and Social Media

Carlos Oliveira Santos, Uma Política Nacional de Social Marketing

Apresentação do Livro: "Social Marketing in a Country. The British Experience."

Stephan Dahl

É uma referência internacional do marketing social. Professor da University of Hull e da James Cook University. A sua obra inclui Social Marketing (Pearson, 2013, co-autor), Diversity Marketing (Thomson, 2002), Marketing Communications (Routledge, 2014, co-autor), Social Media Marketing (Sage, 2014), e Marketing Ethics & Society (Sage, 2015, coautor).

Carlos Oliveira Santos

É Professor Auxiliar do Departamento de Artes, Humanidades e Ciências Sociais da Faculdade de Arquitectura da Universidade de Lisboa e professor convidado do IPPS (ISCTE-IUL). Doutorado em Ciência Política (Políticas Públicas) pela Universidade Nova de Lisboa. Em 1992, iniciou, em Portugal, o estudo e o ensino do marketing social e criou o website Marketing Social Portugal (www.marketing socialportugal. net). É coordenador e co-autor de Melhorar a Vida, Um Guia de Marketing Social (Fundação Cebi, 2004), o primeiro livro dessa área em língua portuguesa, e publicou recentemente Social Marketing in a Country, The British Experience (CreateSpace, 2016).

http://www.iscte-iul.pt/home/noticias.aspx?NewsID=a0bca60c-c1f6-46b5-83cb-4fbed3d328a7

Lisbon Conference about new dimensions of social marketing

December 6, at ISCTE-IUL, Avenue Forças Armadas, Lisbon, Portugal, it will be the conference «New Dimensions of Social Marketing», with Stephan Dahl and Carlos Oliveira Santos.

Stephan Dahl is an authority in social marketing and diversity marketing. He is senior lecturer at the University of Hull and adjunct associate professor at James Cook University. He is author of Social Media Marketing (Sage, 2014) and Diversity Marketing (Thomson, 2002), and co-author of Social Marketing (Pearson, 2013), Marketing Communications (Routledge, 2014), and Marketing Ethics & Society (Sage, 2015). Stephan will talk about «What's App: social marketing in the social media sphere».
Carlos Oliveira Santos is assistant professor at University of Lisbon, and invited professor at IPPS (ISCTE-IUL). PhD in Political Science (Public Policy) by New University of Lisbon. Since 1992, he has pioneered the study and teaching of social marketing in Portugal and has created the website Marketing Social Portugal (www.marketingsocialportugal.net). His publications include Melhorar a Vida, Um Guia de Marketing Social (Fundação Cebi, 2004), the first social marketing textbook in Portuguese, and the recent Social Marketing in a Country, The British Experience (CreateSpace, 2016). Carlos will talk about this book.

http://www.iscte-iul.pt/home/noticias.aspx?NewsID=a0bca60c-c1f6-46b5-83cb-4fbed3d328a7

The ESMA review

In their October Newsletter 2016, my dear fellows from European Social Marketing Association made a very good comment about my book. Thank you. As Mark Twain have said: «Good friends, good books, and a sleepy conscience: this is the ideal life.» They say:

«“Social Marketing in a Country. The British Experience” by Carlos Oliveira Santos, PhD, is a comprehensive account of the British national social marketing strategy. The book uses a cognitive approach, to examine the genesis, evolution, and implementation of that policy process that led to an important development in British public health policy. In mapping this experience the book provides a useful resource for those seeking to contribute to the conception and development of similar policy solutions in other situations and countries.

Carlos Oliveira Santos is an assistant professor at the University of Lisbon (Portugal), PhD in Political Science (Public Policy) by New University of Lisbon. Since 1992, he has pioneered the study and teaching of social marketing in Portugal and has created the Marketing Social Portugal website. Previous publications have included Melhorar a Vida, Um Guia de Marketing Social (Improving Life, A Social Marketing Guide, 2004), the first social marketing textbook in Portuguese. Outside this field, he has published several books with studies about some of the biggest Portuguese enterprises as Amorim Group, Galp Energia, Mota-Engil and Pestana Hotels & Resorts Group, among others.»

Stephan Dahl in Lisbon

Stephan Dahl chooses Lisbon for his sabbatical year. One of the world authorities on social marketing, Stephan is Senior Lecturer in Marketing at Hull University Business School in England, and Adjunct Associate Professor at James Cook University in Australia. Before joining Hull, he has worked in media, media management, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain.

He is the author of a Social Media Marketing: Theories and Applications (Sage, December 2014) and co-author of books on Social Marketing (Pearson, 2013) and Marketing Communication (Routledge, 2014) and has leaded the development of an edited Marketing Ethics (Sage, 2015) book.

Social marketing and development

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.

The Espoo presentation

I have presented my book at the European Social Marketing Conference in Espoo, near Helsinki, at the Aalvar Alto University. This was my first sensation: to be in those Alto buildings. I could understand the appreciation that our great architect Álvaro Siza has for Alto. We feel all his modern beauty and intelligence in the smallest touches: the stairs, the handrails, the doors, the windows... And the open spaces, the movements inside the buildings...

I took with me some copies of my book (proof copies I did in Lisbon, because those from Amazon were not ready yet) and the first one was for Jeff French, of course. It was a great pleasure to see again this old friend that helps me so much in my British research.

My presentation was not done in very good conditions. The room was small and it was the last one in the afternoon sessions, without time for questions and conversation. And the projection doesn’t work with pdfs. When I was prepared to show the framework of the British national policy on social marketing, it didn’t work. But I hope that people understood my point and how passionate I am talking about these things. Two fellows from New Zealand, in the front row, told me at the end that they wish I had been his teacher. Also at the end, Jeff French, who chaired the session, apologized for the lack of more time and declared his support for my book.

I appreciated the presence in my presentation of two Portuguese fellows, Sara Balonas and Ana Sofia Dias. Sara is an experienced woman that mixes teaching (at the Minho University) with her own company’s work, which is really good for me. She seems a very good person. I have seen her again, walking in Helsinky, just in front of the Cathedral, when I was coming from the new Allas Oy sauna and hot pools. My experience with the presence of Portuguese in international social marketing conferences is not very good. They were always very unpleasant to me, showing a certain bad mood (I don’t know why: envy? fear? dislike?). The worst case was with a certain woman from Oporto, a Gerard Hastings’ pupil. Someone I really don’t like. Arrogant, rude, ugly. But let her go. You know: with this one, it is my seventh international social marketing conference, so I am prepared for everything.

This Espoo conference was a good collection of presentations and some stimulating questions. Just mention some that I listen: Adrian Bauman presented his very interesting concept of social counter marketing; Ellen O’Donoghue presented Change4Life (a true and profound British intervention) results; Anurudra Bhanot bring us marvellous products for behaviour change in India; Marsha Smith shows us the beautiful Super Kitchen project; Jeff French stressed the role social marketing can play in social policy and strategic development… I think my book is a contribution in this last topic.

During the conference, I begin to receive some feedback and comments about my book that I’ll cover in the next text.

The Dublin presentation

During its final printing touches, I have presented my book (Social Marketing in a Country, The British Experience, Charleston SC, CreateSpace, 2016), for the first time, in Dublin, at the Trinity College (in the footsteps of Edmund Burke and James Joyce…), during the 41st Macromarketing Conference where I was accepted for the Marketing History track, chaired by Stanley Shapiro, the Professor Emeritus of Marketing. Truth is that the Social Marketing track, chaired by Gerard Hastings and Christine Domegan, didn’t received me. I couldn’t believe! When I met Domegan I protested and she told me that it was not her fault and that the reviewers where “very radical”. When I listened, in that track, Mike Saren comparing social marketing with nazi propaganda, I understood her “radical” mention. Well, radical for me is to be profound, accept complexity and produce stimulating and open analysis. Not that kind of intelectual blindness (and ignorance). After all, I was happy to be with persons like Stanley Shapiro that was unexcelled to receive me (I took good notice of his comment about my “out of box” presentation). After all, the presentation did well and several fellows mentioned my list of cognitive approachs and agree that my reference frame one fits with the British case and produce an interesting analysis. That was enough for me. Kim McKeage, the other co-chair, was very very nice to me with her comments after the presentation and when I met her in the campus. I was going to visit my freemason brothers at the17 Molesworth Street’ Hall and I took a freemason pin in my coat. Kim ask me if I was a freemason and told me about her many freemason friends, praising our freedom and tolerant spirit.

In Dublin, I have stayed in the Morgan’s hotel, just in Temple Bar, surrounded by music and drinks, and the best thing I did was to go, in a great sunny day, to the Martello Tower, in Sandycove, where Ulysses begins. Quite an experience, climb the stairs and feel the spirit of Joyce, closed in those walls with his silly fellows, thinking how silly and great our humankind can be, just like that academic cosmos of the 41st Macromarketing Conference.