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Social Marketing and Development

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Social Marketing According to Kotler and Zaltman (1971), Social marketing is the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and market research. … It is the explicit use of marketing skills to help translate present social action efforts into more effectively designed and communicated programs that elicit desired audience response. (p. 5) Among the application areas for social marketing, health care-oriented issues (Zaltman and Vertinsky 1971) – including family planning (El-Ansary and Kramer 1973; Farley and Leavitt 1971; Roberto 1975) – and environment-oriented issues (Zikmund and Stanton 1971) received early attention and have continued to generate ongoing interest (see, e.g., Greenlee 1997; Rangan, Karim, and Sandberg 1996). With its roots in social advertising and social communication, social marketing has evolved to include at least four additional elements – market research, product development, use of incentives, and facilitation – not included in the communication approach (Fox and Kotler 1980) as well as an emphasis on voluntary behavior of target audiences, not just behaviors desired by social marketers (Andreasen 1995; Kotler and Roberto 1989; Rothschild 1999). Developing nations and the disadvantaged groups within affluent nations emerged…

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‘Social Marketing and Development’, RubyRoyDholakia and NikhileshDholakiaPaulBloom and GregoryGundlach (eds), Handbook of Marketing and Society (Thousand Oaks CA: Sage Publications, 2001), pp. 486–505. Published by Sage Publications. Reprinted with permission.

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