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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.
This article discusses the meaning, power, and limitations of social marketing as an approach to planned social change. First, this will require delineating the generic nature of marketing phe-nomena and some recent conceptual developments in the marketing field. This will be followed by a definition of social marketing and an examination
Mar 22, 2016 · A brand must have a clear and consonant brand-positioning-differentiation-integrity standing. Inauthentic brands won’t survive when word-of-mouth becomes the new advertising medium and consumers rely more on acquaintances in their network community more than on what companies say and advertise.
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.
- Philip Kotler, Gerald Zaltman
- 1971
Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap, and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing functions such as product improvement, pricing, distribution, and communication in such organizations.
- Philip Kotler, Sidney J. Levy
- 1969
Marketers drew on the disciplines of psychology, sociology, anthropology and social psychology to describe the great varieties of human behavior. Marketers were fascinated with examples of “irrational” behavior.
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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.
