Posts Tagged ‘social good’
In 1969, Levy and Kotler co-authored a paper in the AMA’s Journal of Marketing titled “Broadening the Concept of Marketing.” They laid out the idea that marketing was about more than goods and services, it was about places, people and ideas. Instead of simply focusing on soap, toothbrushes and televisions, they wanted to expand marketing […]
One of my specialties as a marketing strategist is social marketing for attitude and behaviour change. I recently wrote a blog Mistakes to Avoid in Social Marketing (Behaviour Change) In the blog, I discuss the many mistakes I see organizations make when trying to develop and/or implement a social marketing behaviour change strategy. As a managing […]
The field of social marketing has demonstrated that people are not always logical, rational, or driven by coherent internal motivations. A host of factors influence people’s actions, and knowledge of facts are just one of those factors.
Do not go for big changes initially start small and build
Social Marketers need to break down big changes into bite-sized chunks for people. Start with [...]
Most observers and many practitioners see social marketing as a downstream approach to influencing people with “bad behaviors”—smoking, neglecting prenatal care, not recycling. However, this narrow view hugely underestimates social marketing’s real potential. Social marketing is simply about influencing the behavior of target audiences. There are many more target audiences who need to act besides “problem people” if we are to solve major social problems. Alan R. Andreasen- Georgetown University- Social Marketing in the 21st Century
Since social marketing emerged [...]