The Future of Social Marketing
Social marketing is the use of marketing principles and techniques to effect behavioral change. It is a concept, process, and application for understanding who people are, what they desire, and then organizing the creation, communication, and delivery of
- PDF / 230,695 Bytes
- 10 Pages / 439.37 x 666.142 pts Page_size
- 8 Downloads / 207 Views
The Future of Social Marketing
In a Word Social marketing is the use of marketing principles and techniques to effect behavioral change. It is a concept, process, and application for understanding who people are, what they desire, and then organizing the creation, communication, and delivery of products and services to meet their desires as well as the needs of society, and solve serious social problems.
Introduction Marketing is at a crossroads. Until 1960, when Levitt (1960) wrote Marketing Myopia, it had not been considered a serious function of strategic management. From there, the discipline developed at such pace that Marketing Management (Kotler and Keller 2008),1 Philip Kotler’s classic textbook, is in its 13th edition counting 816 pages.
1
The topics covered brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, segmentation, targeting, positioning, and integrated marketing communications. © Asian Development Bank 2017 O. Serrat, Knowledge Solutions, DOI 10.1007/978-981-10-0983-9_17
119
120
17
The Future of Social Marketing
Organizations have never had such powerful information and communications technology2 with which to interact with clients, audiences, and partners; explore, find, capture, store, analyze, present, use, and exchange information data and information about them; and tailor products and services accordingly. Along with that, never before have end users expected to interface so closely with organizations and with one another to define and shape what they need. In its highest form, marketing is now considered a social process, composed of human behavior3 patterns concerned with exchange of resources or values.4 It is no longer a mere function used to increase business profits. Tellingly, in the 2010s, the attention of public sector agencies, nongovernment organizations, and the private sector is increasingly drawn to the potential of social marketing. In an age of climate change, environmental destruction, natural resource shortages, fast population growth, hunger and poverty, as well as insufficient social services, what contributions might marketing make? Expressly, some ask whether the tools of marketing can be used to promote public goods in areas other than public health, the traditional arena of social marketing.5 Might, for instance, its applications help encourage wider socially and environmentally beneficial behavioral changes, promote protective behaviors, prevent risky behavior, increase use of community services, or facilitate the formulation and adoption of new policies and standards? The behavior, that is, not just of individual citizens but also of public sector agencies, nongovernment organizations, and the private sector.
Definition The term “social marketing” was coined by Kotler and Zaltman (1971). Drawing from bodies of knowledge such as psychology, sociology, anthropology, political science, and communication theory—with practical roots in advertising, public relations, and market research—it i
Data Loading...
