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Social marketing means using marketing techniques to create social impact. It involves applying commercial marketing strategies to promote behaviors that benefit society, such as public health campaigns, environmental conservation, or social causes.
This OpenLearn course examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed for commercial marketers can be applied to the solution of social problems.
This chapter explains social marketing and its key features and concepts; sets out the differences in people's understanding of social marketing; introduces the ‘customer triangle’ as a device for remembering its key features; introduces the national ‘benchmark criteria’ as a robust set of core features that cuts through different views ...
19 mar 2024 · Social marketing, sometimes known as “marketing for good,” is a strategy that promotes positive societal transformation by focusing on influencing individuals’ actions or ways of life rather than just selling an item or service.
Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good". It utilizes the elements of commercial marketing and applies them to social concepts.
The Societal Marketing Concept. In a nutshell, the societal marketing concept is simple. Companies make good marketing decisions by considering not only consumers’ wants and needs but additionally the balance between those wants and needs and the company’s capabilities and society’s long-term interests.
The description of the key principles, concepts, and techniques of social marketing set out in this chapter represents a way to conceptualize and recognize the different elements that constitute social marketing theory and practice. Keywords: Principle, concept, technique, value, hierarchical model. Subject.
