The social marketing strategy and transport policy to improving the quality of life in urban area

Temjanovski, Riste (2019) The social marketing strategy and transport policy to improving the quality of life in urban area. In: 5th Internatonal Scientific Confernce Geobalcanica 2019, 13-14 June 2019, Sofia, Republic of Bulgaria.

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Abstract

This paper sheds light of alarming condition of transport emission pollution devastated our environment. In this real condition which is position of social marketing philosophy, identify like some global trend in using for public health or cry for save our living environment.
The strong growth in the development of traffic, especially in fast, safe and flowing transport, besides the huge benefits, has certain negative consequences of environment. In this regard, in relation to the current traffic model with the current transport activities, there is a certain consensus among the states regarding the sustainable development of the environment, both locally and globally. But how to be operative and effective to limit these negative impacts of automobile use.
There are many opportunities to improve the efficiency and reduce the environmental impact of local, national and international road transport. The mostly governmental bodies and transportation agencies employ a number of different strategies including changes in transportation policy, infrastructure, and technology.
This paper also points out the investigation how to develop marketing campaigns that will encourage people to voluntarily switch to alternative modes of transportation such as walking, biking, or using public transit. Social marketing can be seen as an instrument to reduce using of private traffic car and stimulate public transport. The field of Social Marketing provides valuable insight into how stimulate public opinion through marketing and promotional strategies can be used more generally to encourage the adoption of behavior changes that benefit health, the environment, and the social condition.

Keywords: urban area, environment, transport policy, social marketing, greenhouse gas emissions

Item Type:	Conference or Workshop Item (Paper)
Subjects:	Social Sciences > Economics and business
Divisions:	Faculty of Economics
Depositing User:	Prof.d-r Riste Temjanovski
Date Deposited:	16 Sep 2019 06:05
Last Modified:	16 Sep 2019 06:05
URI:	https://eprints.ugd.edu.mk/id/eprint/22478

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