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The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.
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May 29, 2020 · Marketing, Value Creation and Values Dynamics: Gazing Out to Asia and Europe from Kitakyushu. On Value and Value Creation in Service: A Management Perspective. Raising Awareness on Value Creation Through Movements: Zooming In on Creating Value Alliance. Segmenting Consumers on Their Lifestyle Characteristics.
- Philip Kotler
- 2020
Definition The term “social marketing” was coined by Philip Kotler and Gerald Zaltman7 in 1971. Drawing from bodies of knowledge such as psychology, sociology, anthropology, political science, and communication theory— with practical roots in advertising, public relations, and market research—it is the application of principles
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- Olivier Serrat
- 10
- 2010
The very first formal definition of social marketing was that offered by Kotler and Zaltman in 1971 (p. 5): Social marketing is the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.
Philip Kotler, Gerald Zaltman. Published in Journal of Marketing 1 July 1971. Business, Sociology. TLDR. A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging mechanism linking the knowledge of the behavioral scientist with the socially useful implementation of that knowledge.
Dec 1, 1996 · Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research.
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Outlines hows groups devoted to social change can effectively utilize their resources to maximize results, providing a marketing framework for social campaigning and targeting consumer groups.
