Purpose

This paper aims to show the advantages that social marketing training programs for disability professionals can play in improving the approach to the problems faced by people with disabilities, offering a necessary mutual understanding between both sectors. So, describing what are the training needs in social marketing expressed by disability professionals and providing an initial shared theoretical framework of both fields that could contribute to implementing social marketing strategies in the field of disability as an inducer of quality of life.

Design/methodology/approach

This is a mixed-method approach combining: a quantitative analysis with a web-based self-administered questionnaire completed in six European countries and a qualitative analysis: interviews to experts pre and post questionnaire.

Findings

Quantitative data has identified that: front-line professionals working directly with people with disabilities have high social marketing training needs; these needs are mostly related to the assessment and modification of clients’ behavior and the development of interventions according to the concept of value co-creation. Qualitative data has shown that: both fields share some similar theoretical frameworks. Therefore, it is stated that social marketing has the potential to be better implemented in the disability field.

Research limitations/implications

Considering public policy; stigma and discrimination; regulations; other models and improving the sampling method.

Originality/value

Sharing theoretical framework of both fields, social marketing strategies into the disability field as an inductor for quality of life. No research has analyzed the needs of disability professionals when they have to face a problem and find a solution that social marketing strategies could offer into the disability field.

中文翻译：

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使社会营销更接近残疾领域

目的

本文旨在展示针对残疾人专业人士的社会营销培训计划在改进解决残疾人面临的问题的方法方面可以发挥的优势，提供两个部门之间必要的相互理解。因此，描述残疾专业人士表达的社会营销培训需求是什么，并提供两个领域的初步共享理论框架，这有助于在残疾领域实施社会营销策略，作为生活质量的诱因。

设计/方法/方法

这是一种混合方法，结合了：定量分析和在六个欧洲国家完成的基于网络的自我管理问卷和定性分析：在问卷调查前后对专家进行访谈。

发现

定量数据表明：直接与残疾人打交道的一线专业人员具有较高的社会营销培训需求；这些需求大多与客户行为的评估和修正以及根据价值共创概念制定干预措施有关。定性数据表明：两个领域都有一些相似的理论框架。因此，社会营销有潜力在残疾领域得到更好的实施。

研究限制/影响

考虑公共政策；耻辱和歧视；法规；其他模型和改进抽样方法。

原创性/价值

共享两个领域的理论框架，社会营销策略进入残疾领域作为生活质量的感应器。没有研究分析过残疾专业人士在面临问题并找到社会营销策略可以为残疾领域提供的解决方案时的需求。