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date: 19 October 2019

social marketing 

A Dictionary of Marketing

Charles Doyle

A concept advocated in the 1970s by Philip *Kotler and Gerald Zaltman that applies commercial marketing principles to the propagation of ideas and behaviours that should bring about social benefit and change. Among the important concepts are: that marketing can influence action; that action is undertaken whenever target audiences believe that the benefits they receive will be greater than the costs they incur; that programmes to influence action will be more effective if they are based on an understanding of the target audience’s own perceptions. Examples might be to change a society’s eating and drinking habits to promote better health, or campaigns to encourage people to register to vote, or to promote energy conservation. ... ...

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