Social marketing

Social marketing 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. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behavior in a sustainable and cost-effective way.

Definition

Social marketing has the primary goal of achieving "social good". Traditional commercial marketing aims are primarily financial, though they can have positive social effects as well. In the context of public health, social marketing would promote general health, raise awareness and induce changes in behaviour.

History

The concept of social marketing was first introduced by Philip Kotler and Gerald Zaltman in the 1970s. They argued that the same marketing principles used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors.

Applications

Social marketing is used in a wide array of sectors. Most common uses include public health, environmental conservation, and community development. It is also used in non-profit sectors, among others.

See also

• Marketing
• Public health
• Behavior change (public health)
• Social change
• Social issues

External links

• International Social Marketing Association
• The National Social Marketing Centre

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