Social marketing

Jun 30th, 2015
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University of Louisville
Course: general
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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.

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Social marketingseeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.[1]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", includingsocial scienceandsocial policyapproaches, and a "marketing parent", including commercial and public sectormarketingapproaches.[2]The first documented evidence of the deliberate use of marketing to address a social issue was by the Indian Institute of Management in Calcutta, India. The authors proposed, and subsequently implemented, a national family planning program that included high quality condoms with a government trademark be distributed and sold throughout the country at a low cost, that an intense consumer advertising campaign be run with active and open promotion at th

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