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Social Marketing (Social Marketing Plannings (Marketing Mix - Kotler's…
Social Marketing
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Principles
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Market Orientation - "understanding customer needs, buying behaviour and the issues influencing the purchasing choices of customers."
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What is social marketing
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Social Marketing is defined by Kotler (2002) as "The use of marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behaviour for the benefit of individuals, groups or of society as a whole."
Examples include, smoking awareness, fast food awareness, pollution awareness.
Bad examples were identified by Lazarsfield and Merton via the use of prpaganda like Kates smiths effectiveness in selling war bonds over the radio in world war 2
