Social Marketing: An Approach to Planned Social Change

Abstract

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.

Cite this

Philip Kotler, Gerald Zaltman (1971). Social Marketing: An Approach to Planned Social Change. Journal of Marketing. https://doi.org/10.2307/1249783

@article{philip1971social,
  title  = {Social Marketing: An Approach to Planned Social Change},
  author = {Kotler, Philip and Zaltman, Gerald},
  year   = {1971},
  journal = {Journal of Marketing},
  doi    = {10.2307/1249783}
}

Citations in this library

Stored only when both papers are in the corpus — 1,780 citations exist upstream.

Cited by