Societing: the transformative rol of marketing over society


  • Beñat Urrutikoetxea Arrieta (Mondragon Team Academy - Mondragon Unibertsitatea Enpresagintza



Societing is a research team on Marketing and its use as an engine for social change. The proposed objectives are to give Marketing a new, fairer and more equitable role in society, as well as a new beneficial approach for all the agents involved in Marketing (students, teachers and professionals). Our aim is to adapt Marketing to the new demands of society.

In the proposed research we found that students, teachers and professionals still do not associate the idea of ethics with marketing, in addition to the low confidence among students regarding their entry into the labour market. Therefore, investigating the reasons that lead to these conclusions calls for the creation of a new approach to marketing. What does the phrase "Everything is marketing" mean? What role does society play in this? It seems that marketing has enough surnames, it is time to change its name. Why not Societing?


Download data is not yet available.



How to Cite

Urrutikoetxea Arrieta, B. (2022). Societing: the transformative rol of marketing over society. Casos De Marketing Público Y No Lucrativo - Casos De Marketing Público E Não Lucrativo, 9, 138–145.