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

Chapter 14

Management and Innovation

Collecting a lot of little ideas about marketing can yield a powerful social change idea that enables us to create more value for the people we serve and the communities in which we live. (Image courtesy of iStock.)

Learning Objectives

• Present several options for adopting a marketing approach to an organization’s work.
• Describe the core principles of the total market approach.
• Discuss how P&G management principles and the “line of sight” complement the use of marketing approaches in organization management.
• Give an example of using marketing to introduce innovation into an organization.
• List the essential ...