Social Marketing: An Approach to Planned Social Change

Philip Kotler; Gerald Zaltman

doi:10.1177/002224297103500302

Social Marketing: An Approach to Planned Social Change

¹ Marketing at the Graduate School of Management, Northwestern University. · ² Department of Marketing, Graduate School of Management, and Faculty Associate of the Center for the Interdisciplinary Study of Science and Technology at Northwestern University.

Journal of Marketing 1971

Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.

DOI: 10.1177/002224297103500302
Volume: 35 (3)
Pages: 3-12
Language: en
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Sources: crossref openalex