Social marketing

Social Marketing

Social marketing (pronunciation: /ˈsoʊʃəl ˈmɑːrkɪtɪŋ/) is an approach used to develop activities aimed at changing or maintaining people's behavior for the benefit of individuals and society as a whole.

Etymology

The term "social marketing" was first coined by Philip Kotler and Gerald Zaltman in their 1971 article "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing.

Definition

Social marketing is the use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole. It is a concept that's been used in public health, environmental issues, and other fields for behavior change.

Related Terms

• Marketing: The action or business of promoting and selling products or services, including market research and advertising.
• Behavior Change: A broad term referring to any transformation or modification of human behavior.
• Public Health: The science and art of preventing disease, prolonging life, and promoting health through the organized efforts of society.
• Environmental Issues: Problems with the planet's systems (air, water, soil, etc.) that have developed as a result of human interference or mistreatment of the planet.

Application

Social marketing is applied in various fields such as public health, environmental conservation, and community development. It uses marketing principles and techniques to change behaviors that have social impact, such as encouraging healthy eating, increasing physical activity, reducing tobacco and alcohol use, and preventing HIV.

Techniques

Social marketing techniques include the use of marketing research to segment the market, identify the target audience, understand their needs and wants, and develop a marketing mix (product, price, place, and promotion) to influence their behavior.

See Also

• Social Media Marketing
• Digital Marketing
• Content Marketing
• Influencer Marketing

External links

• Medical encyclopedia article on Social marketing
• Wikipedia's article - Social marketing

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