Social Marketing: An Approach to Planned Social Change

  title={Social Marketing: An Approach to Planned Social Change},
  author={P. Kotler and G. Zaltman},
  journal={Social Marketin Quarterly},
  pages={20 - 7}
  • P. Kotler, G. Zaltman
  • Published 1971
  • Medicine
  • Social Marketin Quarterly
  • 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…Expand Abstract
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