what is about society marketing philosopy?

[Segar R]

[Maj]

Social Marketing was officially born as phenomena in 1971 with an article in the “Journal of Marketing” by Kotler and Zaltman, where they discussed the use of commercial marketing methods for social issues. It was and still is a widely debated and discussed phenomena.

There are important similarities between Commercial Marketing and Social Marketing such as customer orientation, exchange theory, marketing research, segmentation, the use of the marketing mix and the focus on monitoring and evaluation but also substantial differences when it comes to the product, the gain/profit, the behavioral change and the type of competitive environment. The main components of Social Marketing are marketing research, segmentation, product, price, place, promotion, monitoring and evaluation.

It has been defined as, the use of marketing principles and techniques to influence a target audience to voluntarily accept, modify, or abandon a behavior for the benefit of individuals, groups, or society as a whole.

Social Marketing in a developing country context has been widely used to promote social changes in for example family planning, public health and HIV/AIDS.

Maj