Social Marketing
Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.[1]
Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.
Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification.
The primary aim of social marketing is "social good"; while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers cannot contribute to achievement of social good.
Increasingly, social marketing is being described as having "two parents"—a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches.[citation needed]
Beginning in the 1950s when Weibe[who?] asked "Why can’t you sell brotherhood and rational thinking like you can sell soap?”, the concept has in the last two decades matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.
Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the "Journal of Marketing" by marketing experts Philip Kotler and Gerald Zaltman.[14] However, earlier, social marketing had already been used as a tool for birth control in India, where a persuasion-based approach was favored over a legislative approach.[15]
Craig Lefebvre and June Flora introduced [verification needed] social marketing to the public health community in 1988, [16] where it has been most widely used and explored. They noted that there
Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.
Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification.
The primary aim of social marketing is "social good"; while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers cannot contribute to achievement of social good.
Increasingly, social marketing is being described as having "two parents"—a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches.[citation needed]
Beginning in the 1950s when Weibe[who?] asked "Why can’t you sell brotherhood and rational thinking like you can sell soap?”, the concept has in the last two decades matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.
Social marketing began as a formal discipline in 1971, with the publication of "Social Marketing: An Approach to Planned Social Change" in the "Journal of Marketing" by marketing experts Philip Kotler and Gerald Zaltman.[14] However, earlier, social marketing had already been used as a tool for birth control in India, where a persuasion-based approach was favored over a legislative approach.[15]
Craig Lefebvre and June Flora introduced [verification needed] social marketing to the public health community in 1988, [16] where it has been most widely used and explored. They noted that there