Social marketing definition pdf

The very first fonnal definition of social marketing was tbat offered by kotler and zaltman in 1971 p. Craig lefebvre, 2011,an integrative model for social marketing, journal. Pdf social change, social marketing and social representations. Social marketing is the use of commercial marketing principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live. Social media definition of social media by merriamwebster. Commercial marketing vs social marketing what you need to. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. The following definition was endorsed by the boards of the international social marketing association, european social marketing association, and australian association of social marketing. Social media is a powerful tool because it allows people to communicate and engage with others by sharing facebook videos. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Social media marketing provides companies with a way to. It includes primary health care and community development. A form of electronic commerce which uses social networks to assist in the buying of selling of products.

Pdf redefining social marketing with contemporary commercial. One of the first definitions states that social marketing is the design and implementation of a programme to influence the acceptability of social. The future of social marketing asian development bank. International journal of enterprise compuinternational. Social marketing practice is guided by ethical principles.

An early definition of social marketing described it as using marketing. Kotler and lee 2008 define social marketing as process. Pdf critiques of the social marketing literature have suggested the place. Social media marketing is marketing using online communities, social networks, blog marketing and more. Social marketing campaigns are those that borrow from commercial marketing techniques for social engagement influencing a target audience to change their social behaviours and to benefit society. A revised definition is proposed and the domain of social marketing defined. This is followed by a section describing the key principles. Cdcynergy lite is an updated version based on the original social marketing edition of cdcynergy. The problem with social marketing why you cant sell change like soap by les robinson, creator, changeology if you work in health promotion or sustainability, youll have heard of social marketing. A brief history of social marketing and the internet. Why is social responsibility important in marketing. To this end, social marketing too proposes a useful framework. In their article, they provided a clear definition for social marketing, discussed the requisite conditions for effective social marketing, elaborated on the social market ing approach, outlined the social marketing planning process, and deliberated on the social implications of social marketing.

To date, a great deal of writing on the evolution of social marketing has focused almost exclusively on describing its historical link to commercial marketing. Social media definition is forms of electronic communication such as websites for social networking and microblogging through which users create online communities to share information, ideas. The paper begins with a narrative outlining the evolution of definitions of social marketing section 2. Cdcynergy lite gateway to health communication cdc. Consequently, social marketing scholars are beginning to advocate for a broader definition of social marketing. Social marketing definition social marketing is an excellent tool for promoting public health activities. Consensus definition of social marketing the following definition has been endorsed by the boards of isma, esma and aasm. Social marketing is the systematic application of marketing along with other concepts and techniques to achieve specific. Based on ideas of environmental and social sustainability, sustainable marketing. This interaction can take many forms, but some common types include. Social marketing is a tool which may be used in achieving the goal of health for all by the year 2000. Andreasen the author argues that social marketing has been defined improperly in much ofthe literature. Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and costeffective way. The heavy emphasis on communication channels and information delivery contrasts sharply with definitions of place that thought leaders have.

There has been a shift from a sales to a marketing orientation in recent years. The original was developed jointly by cdc, the academy for educational development and. Social media marketing definition in the cambridge. Social marketing efforts make it easier to change behavior by making sure the necessary supports are not only available, but also easily accessible to the most people possible. The author argues that social marketing has been defined improperly in much ofthe literature. A synopsis of social marketing quality improvement hub. This paper draws on recent developments in commercial marketing theory and prior work in social marketing definitions to create a new definition. Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in. Social marketing is an approach used to develop activities aimed at changing or maintaining peoples behaviour for the benefit of individuals and society as a whole. Social marketers combine product, price, place, and promotion to maximize product use by speci. Meaning, applications and advantages of social marketing. It may be used to promote breastfeeding practices in community, hospital, and workplace.

Identify social marketing in practice what it is and what its not page 3. Social marketing definition of social marketing by. The term social marketing was first coined by philip kotler and gerald zaltman in the year 1971. The author argues that social marketing has been defined improperly in much of the literature. Social responsibility in marketing can drive consumers toward products and services, enhancing a companys brand as well as benefiting others. Social media marketing smm refers to techniques that target social networks and applications to spread brand awareness or promote particular products. Social marketing is the design, implementation and control of programs calculated to influenc e th acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing researcb.

Social media is a catchall term for a variety of internet applications that allow users to create content and interact with each other. Social media marketing is a new trend and rapidl y growing way in which businesses are reaching o ut to. The definition of social media which the author will mainly be focusing on is the one created by varinder taprial and priya kanwar for their book understanding. An example of a social marketing campaign smoking during pregnancy is shown. Social entrepreneurship is all about recognizing the social problems and achieving a social change by employing entrepreneurial principles, processes and operations. The use of social media websites and social networks to market a companys products and services. The isma, esma and aasm1 consensus definition of social marketing the following definition has been endorsed by the boards of isma, esma and aasm. Depending on the scope and reach of the social marketing campaign, existing materials may be sufficient, or new materials may need to be developed. Sustainable marketing is a new concept in marketing and business, but it is already proving to be a game changer.