Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. 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. Examples of social marketing include the use of campaigns to encourage people use seat belts, follow speed limits, or not to smoke in public.
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 can not contribute to achievement of social good.
Increasingly, social marketing is being described as having "two parents"—a "social parent", including social science and social policy approaches, and a "marketing parent", including commercial and public sector marketing approaches.
Other articles related to "social marketing, marketing, social":
... Societal marketing should not be confused with social marketing ... The societal marketing concept was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies ... In contrast to that, social marketing uses commercial marketing theories, tools and techniques to social issues ...
... Many scholars ascribe the beginning of the field of social marketing to an article published by G.D ... discuss what he saw as the challenges of attempting to sell a social good as if it were a commodity, thus identifying social marketing (though he did ... Organization and the World Bank began sponsoring social-marketingesque interventions to improve family planning and achieve other social goals in Africa, Sri Lanka, and elsewhere ...
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—Sarah N. Cleghorn (18761959)