• Chapter

Social marketing

Social marketing is “the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of their society” (Andreasen, 1995, p. 7). The ultimate goal of social marketing is to motivate individuals to change their behavior for their benefit or for the benefit of society in general, not the marketer (American Marketing Association, 2012).

Social marketing as a discipline has been in existence since the 1970s, when Philip Kotler and Gerald Zaltman (1971) applied commercial marketing principles to sell services and products that promote individual and societal health. Social marketing employs the core marketing concepts of the 4Ps (product, price, place, promotion), market research, exchange, target audiences, and segments to change health-related ...[This is an excerpt from the content]


Kish Doto, J. (2014). Social marketing. In A. C. Michalos (Ed.), Encyclopedia of quality of life and well-being research (1 ed., pp. 6119-6121). Springer Netherlands.