Contribution Of Social Marketing On Contemporary Marketing Thinking

1151 Words Nov 12th, 2015 null Page
If one understands the concept of social marketing as a way of influencing and changing human behavior, then one takes that the principles of social marketing have long been known, and that social marketing is not a completely new phenomenon. It was first introduced in literature in the 1970s when Philip Kotler and Gerald Zaltman realized that the same marketing principles which were being used to sell products to consumers could be used to market ideas, attitudes and behaviors. Social marketing seeks to influence and change harmful social behaviors into those which may benefit the individual and hence the general society as a whole. This technique has been used extensively in various health-awareness programs, e.g. contraceptives, healthy diet and lifestyle promotions, drug abuse, eating disorands and, in the spirit of the current month, social marketing has also been used in raising awareness about men’s health. In this essay I shall outline the contribution of social marketing on contemporary marketing thinking by assessing the Movember campain and its effectiveness with regard to changing behaviour and the increase of general awareness on men’s health problems.
Social marketing uses commercial marketing principles for analysis, design, implementation and evaluation of programs designed to influence the behavior of target audiences in order to improve their personal well-being and the well-being of the general society, whereas the classical marketing concerns itself with…

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