Social Marketing: An Approach to Planned Social Change

@article{Kotler1971SocialMA,
  title={Social Marketing: An Approach to Planned Social Change},
  author={Philip Kotler and Gerald Zaltman},
  journal={Social Marketin Quarterly},
  year={1971},
  volume={3},
  pages={20 - 7}
}
This article examines the applicability of marketing concepts to social causes and social change. [] Key Result Wiebe examined four social advertising campaigns and concluded that their effectiveness depended on the presence of adequate force, direction, adequate and compatible social mechanism, and distance (the "cost" of the new attitude as seen by message's message"s recepient). A marketing planning approach is not a guarantee for the achievement of social objectives; yet, it represents a bridging…

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