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5 mar 2003 · Social Marketing is not a new phenomena as its roots can be seen in development strategies, social reform campaigns in olden days. In ancient Greece and Rome anti-slavery campaigns were...
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Every chapter is fully illustrated with real life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing infl uences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of ...
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good.
A revised definition is proposed and the domain of social marketing defined. An example of a social marketing campaign (smoking during pregnancy) is shown to better explain the various factors, including the marketing mix, that come into play when social marketing is applied.
ne we have adopted for this text:Social marketing is a process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society (public health, safety, the environment, and communitie.
definition of social marketing and an examination of the conditions under which it may be carried out effectively. The instruments of social market-ing are defined, followed by a systems view of the application of marketing logic to social objectives. What is Marketing? The following statement testifies that there is no universal agreement on ...
represents the six key social marketing concepts that are applied to identify, bring about, and sus-tain social good. The six core social marketing concepts: 1. Citizen orientation and focus 2. Setting of explicit social goals 3. Value proposition delivery via a social market-ing intervention mix 4. Theory, insight, data, and evidence informed
