Social marketing was "born" as a discipline in the 70s, when Philip Kotler and Gerald Zaldman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviours. Kotler and Andreason define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviour not to benefit the marketer, but to benefit the target audience and the general society." (please check the site www.social-marketing.com).
[this is an unfinished posting]
Thursday, May 31, 2007
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