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Evolution of Social Marketing

Social marketing originated from an 1969 article by Kotler and Levy that broadened the concept of marketing beyond product sales. They proposed that marketing principles could be applied to organizations, people, and ideas. Kotler and Zaltman later formally introduced the term "social marketing" in 1971, defining it as using marketing techniques like the marketing mix to influence the acceptability of social ideas. A 2009 definition updated that social marketing is a process that applies marketing principles and techniques to benefit society and influence audience behavior. Key aspects of social marketing include focusing on behavior change and using techniques like the four P's (product, price, place, promotion). Social marketing aims to influence people to accept, reject, modify, or abandon behaviors and

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DrHarman Preet Singh
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120 views3 pages

Evolution of Social Marketing

Social marketing originated from an 1969 article by Kotler and Levy that broadened the concept of marketing beyond product sales. They proposed that marketing principles could be applied to organizations, people, and ideas. Kotler and Zaltman later formally introduced the term "social marketing" in 1971, defining it as using marketing techniques like the marketing mix to influence the acceptability of social ideas. A 2009 definition updated that social marketing is a process that applies marketing principles and techniques to benefit society and influence audience behavior. Key aspects of social marketing include focusing on behavior change and using techniques like the four P's (product, price, place, promotion). Social marketing aims to influence people to accept, reject, modify, or abandon behaviors and

Uploaded by

DrHarman Preet Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Social marketing

Evolution and Definition:

The pioneering article by Kotler and Levy(1969) broadening the


concept of marketing( it was in this article that the idea of social
marketing was first introduced and discussed.)

Kotler and Levy clearly proposed that as a pervasive societal activity,


marketing goes beyond the selling of tooth paste, soap, and steel.
Urging marketing researchers and practitioners to consider whether
traditional marketing principles are transferable to the marketing of
organizations, persons, and ideas.

Subsequently, the term social marketing was formally introduced in


1971 when Kotler and Zaltman coined the term. In their article , they
provided a clear definition for social marketing, discussed the
requisite conditions for effective social marketing , elaborated on the
social marketing approach, outlined the social marketing process.

Kotler and Zaltman(1971) defined social marketing as:

“ the design, implementation, and control of programs calculated


to influence the acceptability of social ideas and involving
considerations of product planning , pricing, communication,
distribution and marketing research.”

In 2009 Kotler etal adopted the following definition :-

“ Social marketing is a process that applies marketing principles


and techniques to create , communicate , and deliver value in order to
influence target audience behavior that benefits society as well as the
target audience.”
This definition indicated that social marketing is a process of

several features.:-

 It is a distinct discipline within the field of marketing.


 It is for the good of society as well as the target audience.
 It relies on the principles and techniques developed by the
commercial marketing especially the marketing mix, strategies
conventially called the 4Ps(Product, Price, Place, and Promotion.
Here, two points deserve more of our attention
ONE is the integration of the 4Ps

TWO is the focus on behavior change in any social marketing


campaigns.

Social marketing is about influencing behavior . Similar to commercial


sector marketers who sell goods and services, social marketers are
selling behavior.

 Accept a new behavior (e.g. composting food wastes)


 Reject a potential undesirable e.g. starting smoking
 Modifying a current behavior e.g. increasing physical activity n a
from 3 to 5days per week
 Abandon an old undesirable one( talking on a cell phone while
driving)

Social marketing principles and techniques can be used benefit


society in general and the target audience in particular in several
ways .

There are four major arenas that social marketing efforts have
focused on over the years:-
Health promotion- injury prevention- environmental protection,
and community mobilization.

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