Sociology 2172A/B Lecture Notes - Lecture 9: Social Marketing, Community Mobilization, Injury Prevention
20 Apr 2016
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Document Summary
Soc reading #9 social marketing for public health: Term social marketing introduced in 1971, kotler and zaltman coined term. Discussed requisite conditions for effective social marketing, elaborated on the social marketing approach, outlined the social marketing planning process, and deliberated on the social implications of social marketing. Social marketing defined by kotler and zaltman 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. New definition: process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviors that benefit society as well as the target audience. The genius of modern marketing is not the 4ps or audience research, or even exchange, but rather the management paradigm that studies, selects, balances, and manipulates the 4ps to achieve behavior change.
