Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
1 - Social marketing and social change
Published online by Cambridge University Press: 05 June 2012
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
Social marketing is just one ‘branch’ of marketing, where the branches reflect the area of application: for example, sports marketing; business to business or industrial marketing; not-for-profit marketing; religious marketing; political marketing and so on. However, social marketing is more than just the application of marketing to social issues: the key point of difference to all other branches of marketing, is that the social marketer’s goals relate to the wellbeing of the community, whereas for all others, the marketer’s goals relate to the wellbeing of the marketer (sales and profits, members and donations, political representation, etc.). If the wellbeing of the community is not the goal, then it isn’t social marketing.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 1 - 22Publisher: Cambridge University PressPrint publication year: 2010