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Social Marketing: Its Definition and Domain (1994)
| Venue: | Journal of Public Policy and Marketing |
| Citations: | 42 - 1 self |
BibTeX
@ARTICLE{Andreasen94socialmarketing:,
author = {Alan R. Andreasen},
title = {Social Marketing: Its Definition and Domain},
journal = {Journal of Public Policy and Marketing},
year = {1994},
pages = {108--114}
}
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Abstract
The author argues that social marketing has been defined improperly in much ofthe literature. A revised definition is proposed and the domain of social marketing defined. He concludes with suggestions for implications for fitture growth ofthe discipline. I t is clear that the temi social marketing is now a well-established part of the marketing vocabulary in univer-sities, govemmetit agencies, private nonprofit organiza-tions, and private for-profit firms. There are now social mar-keting textbooks (Kotler and Roberto 1989; Manoff 1975), readings books (Fine 1990), chapters within mainstream texts (Kotler and Andreasen 1991) and a Harvard teaching note (Rangun and Karim 1991). There have been reviews ofthe accomplishments of social marketing (Fox and Kot-ler 1980; Malafarina and Loken 1993) and calls to research-ers to become more deeply involved in studies of social mar-keting to advance the science of marketing (Andreasen 1993). Major international and domestic behavior change programs now routinely have social marketing components
Keyphrases
social marketing govemmetit agency private nonprofit organiza-tions domestic behavior change program social marketing component temi social marketing private for-profit firm social mar-keting ofthe accomplishment harvard teaching note revised definition fitture growth reading book marketing vocabulary well-established part social mar-keting textbook much ofthe literature mainstream text
