Theories and their uses in social marketing request pdf. The last ten years have seen tremendous advances in the theory and practice base of social marketing globally. Social marketing theory and practice has been progressed in several countries such as the us, canada, australia, new zealand and the uk, and in the latter a number of key government policy papers have adopted a strategic social marketing approach. Bo holds a phd in marketing and offers extensive experience in conducting research and delivering programs in the field of marketing theory and social marketing, all of which are published in leading scholarly journals. 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. There are many ways of perceiving the relationship between health.
It includes primary health care and community development. Social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. Your quick guide to communitybased social marketing. There has been a shift from a sales to a marketing orientation in recent years. Smith the application of commercial marketing th l ih t t li l i technologies to the analysis, planning. Social marketing, which integrates commercial marketing concepts with strategic communication to increase the effectiveness of behavior change and health recommendation promotion efforts cdc, n. Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of situations are most appropriate. 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. This paper draws on recent developments in commercial marketing theory and prior work in social marketing definitions to create a new definition of social marketing which integrates the commercial definitions of the american marketing association ama and chartered instituted of marketing cim with established social marketing definitions. Pdf this paper examines the symbiotic relationship between social, commercial, and critical marketing thought. This paper argues that the effects of social media marketing can be understood from the perspective of social network theory. Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from many disciplines from other social sciences like marketing, psychology, sociology, mass communication and economics. In this lesson, we talk about marketing and how it affects others.
Social marketing design, implementation and control of programs aimed at increasing acceptability of a social idea, practicebehavior or product in one or more groups of target adopters actively involves the target population does not focus on a profit margin, but recent efforts build in a sustainability margin. A revised definition is proposed and the domain of social marketing defined. Tutorial breakdown brief history of social marketing themes, features, and applications of social marketing cultural norms and social marketing 4 ps marketing mix case studies national wic breastfeeding promotion plan loving support campaign. Social marketing theory attitude psychology marketing free 30. Social marketers might target the media, organisations and policy and law makers. This theory has been used by social and welfare organizations to help promote or discourage various behaviors. The theory is administrative in nature in such that it seeks to outline a framework that can.
Other oftenused theories and models not described here include the theory of reasoned actiontheory of planned behavior tratpb, social support and social networks, social marketing, diffusion of. Pdf marketing social marketing theory to practitioners. It is predicated on theories of consumer behavior, which in turn draw upon the social and behavioral sciences. Pdf emarketing theory and application stephen dann. Understanding the theory is easier when you examine the individual pieces starting with the largest element, which is networks, and working down to the smallest element, which is the actors. Jan 07, 2018 social marketing theory is a theory of mass communication that promotes socially valuable information and socially accepted behaviors. Health communication, social marketing, and advocacy what is. Baker is emeritus professor of marketing at the university of. Social marketing principles and techniques can be used to benefit society in general and the target audience in particular in several ways. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the.
It introduces new conceptual models and approaches to influence behaviour that promotes health and prevents disease. Principles of social marketing theory name institution principles of social marketing theory introduction social marketing theory is a model that employs concepts and strategies borrowed from commercial marketing to promote healthy and beneficial social behaviors, such as sexual abstinence in young people, responsible drinking, and cessation from drug abuse. Social cognitive theory sct the social ecological model. Organizations or individuals sell commodities to consumers.
Combining ideas from commercial marketing and the social sciences, social marketing is a proven tool for influencing behaviour in a sustainable and costeffective way. Social marketing definition social marketing is an excellent tool for promoting public health activities. Social marketing for health and specialised health promotion have developed separately at national level in england, in contrast with some other countries where they are closely linked2. The process of influencing human behavior on l l i kti i il a large scale using marketing principles for the purpose of societal benefit, rather than commercial profit. Social marketing is a tool which may be used in achieving the goal of health for all by the year 2000.
Social marketing is the use of commercial marketing techniques to achieve a social objective. 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. This chapter challenges this narrow and only partial view by setting out the disciplines link to social and behavioural sciences. The 4 ps and their application to breastfeeding campaigns 2. There are four major arenas that social marketing efforts have focused on over the years. It may be used to promote breastfeeding practices in community, hospital, and workplace settings. Redefining social marketing with contemporary commercial. The theory takes off from the undisputed objective of all commercial activity the transaction of selling and buying. We define marketing as promoting a product or service. It tries to integrate marketing ideas, principles, tools, techniques and socially beneficial concepts to promote communication and benefit society. Principles of social marketing theory, essay get example.
The theory emerged in 1970s when marketing techniques were. 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 marketing for health and specialised health promotion. They identified a need for research to examine audience. Reducing social marketings dependence on commercial marketing theory. Social marketing theory is a collection of theories that focus on how socially valuable information can be promoted. It is a carefully planned, longterm approach to changing human behavior. The following attempt to form a general theory of marketing relates existing concepts and reasoning by means of the common denominator of value. 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 and communitybased social marketing. Tutorial breakdown brief history of social marketing themes, features, and applications of social marketing cultural norms and social marketing 4 ps marketing mix case studies national wic breastfeeding promotion plan loving. Theemergence ofcommunitybased social marketing can be traced to a growing understanding that. Do you need to bring in a social scientist to use this kind of theory effectively. A sales orientation considers the job as one of finding customers for existing products and convincing them to buy these products. Visit our marketing theories page to see more of our marketing buzzword busting blogs marketing is a continually evolving discipline and as such can be one that companies find themselves left very much behind the competition if.
Request pdf theories and their uses in social marketing this is essential reading for social marketing practitioners, researchers and. Social marketing practice is guided by ethical principles. An approach to planne d social change kotler and zaltman 1971. As elliott 1991 points out, tbe emergence of social marketing at just tbat moment in time. To this end, social marketing too proposes a useful framework for planning, a framework that social marketers can associate with other approaches at a time when global, regional, national. It has been effective on a population level across a. Social marketing, especially as applied to health, has had a fairly controversial history. Social marketing presentation office of sustainability. A brief history of social marketing and the internet. The future of social marketing asian development bank.
Downstream social marketing focuses on influencing individual behaviors while midstream social marketing focuses on influencing those closer to the target audience e. The less people need to go out of their way to make a change, the more likely they are to make it. Social marketing theory attitude psychology marketing. Phd, senior lecturer in social marketing untitled to supervise thesis graduate school of business administration, university of rennes 1 france research activities.
Social marketing and public health provides uptodate thinking on these developments. It also looks at the gradual establishment of social marketing in the uk governments health policy agenda. In defining what social marketing is, many authors include the notion of exchange theory to link it to its marketing roots e. Health communication, social marketing, and advocacy what.
Instead of taking universal approach, social marketing started to formulate campaigns on the basis. Promotion promotion is the last of the 4 ps, and the one most. An example of a social marketing campaign smoking during pregnancy is shown to better explain the various factors. The commodities provide the consumer with benefits and the cost of purchasing the commodities provides benefits to the organization or individual that produced them. Social network theory is the study of how people, organizations or groups interact with others inside their network. A synopsis of social marketing quality improvement hub. Several research propositions are provided based on this framework.
May 04, 2010 reducing social marketings dependence on commercial marketing theory. 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. Pdf marketing theory the critical contribution of social. Marketing theories the marketing mix from 4 ps to 7 ps. Value is the subjective judgement by a buyer, according to universal defini. Abstract the author argues that social marketing has been defined improperly in much of the literature. Marketing includes the advertising part that we know so well. Social marketing, like generic marketing, is not a theory in itself. It seeks to integrate research, best practice, theory, audience and partnership insight, to. His interest in the social aspects of marketing led him to the institute for social marketing, university of stirling, which he is currently working with on various projects. 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. Its practical approach includes five major steps that are discussed in this guide.
The purpose of this paper is therefore to propose and demonstrate the social marketing theory smtbased approach for designing social marketing interventions, campaigns or tools. Communitybased social marketing has been proven to be effective at fostering sustainable behavior change. Social marketers combine product, price, place, and promotion to maximize product use by. However, till date a concrete theory has not yet established. We believe this separation weakens the effectiveness of both.
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