Social Marketing and Social Change: Strategies and Tools For Improving Health, Well-Being, and the Environment

Chapter 1

The History and Domains of Social Marketing

This area in Soweto, South Africa, experiences multiple challenges in housing, health, sanitation, and employment. Picking the right approach to addressing complex problems is part of social marketing practice. (Image courtesy of the author.)

Learning Objectives

• Describe the nature of wicked problems and how they are different from other types of problems.
• Identify five actions that demonstrate an organization may have adopted a marketing orientation or approach.
• Distinguish the ways in which social marketing evolved differently in developing and developed country contexts.
• Discuss influences ...