Initial Considerations about Social Marketing

Abstract

This article constitutes the first results obtained from the discipline research currently being developed by the authors, the main topic of which is the analysis and design of a Social Marketing model for the Integrated System of Public Transport in Bogotá (SITP). The necessary theoretical context of the research is initially configured and it is explained why it is framed within the concept of inequality, particularly the one that Amartya Sen works on regarding the concept of economic inequality. Subsequently, the social market concept is contextualized and at least three definitions are pointed out as the most accepted and recurrent. Finally, some of the main initiatives implemented by other countries in this topic are identified and the ones implemented in public transport are highlighted