Marketing Management, 16th Edition

Social Marketing

Social marketing as a distinct marketing discipline was introduced by Philip Kotler and Gerald Zaltman in the early 1970s.31 Social marketing is similar to cause marketing in that both aim to benefit the community in which the company operates. But unlike cause marketing, which aligns its business activities to support a cause, social marketing aims to further a cause, such as “say no to drugs” or “exercise more and eat better.”32 Furthermore, unlike cause marketing, which is typically done by for-profit organizations, social marketing is typically done by nonprofit or government organizations and is not directly related to a particular business activity.

Social marketing is about influencing behavioral change for social good ...