Social Marketing

In: Business and Management

Submitted By bebe1212
Words 3075
Pages 13
Does social marketing have a future?

Social marketing has grown significantly recent years with increasing interest in the field. However, social marketing hasn’t reached it’s full potential yet, with no clear understanding of the field and what its role should be compared to other approaches to social change. As the growth of technology and the birth of Internet, social marketing has never been more relevant and highlighted in the field of marketing that it has today. This essay will evaluate past and current thinking on social marketing based on a range of academic and practitioner sources.

Social marketing have often confused people to its definition. It has sometimes been regularly confused with societal marketing (Andreasen, 1995) whereas others have proposed it to be social responsibility campaigns when supported by commercial operatives, were it adds assets to the public in well-being efforts (Hastings and Angus, 2011). Yet, it’s original definition stated that; social marketing is the control, implementation and design of programs estimated to effect the appropriateness of social notions and concerning thoughts of product preparation, communication, price, marketing research and distribution (Kotler and Zaltman, 1971).

Social marketing was formerly stimulated in an article written by the sociologist G. D. Wiebe in 1952 (Andreasen, 2002). Wiebe was anxious that marketing wasn’t related to troubles such as were friendship could be sold as rewarded goods (Corner and Randall, 2011). Several marketing historians source Wiebe’s article were marketing could be adapted to the profit of commercial businesses challenges and not just promoting services and goods. However, in Kotler and Levy’s (1969) and Kotler and Zaltman (1971) work, the roots of social marketing in the field of marketing can be found. Its practices began with family planning application…...

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