Social Marketing Correction

What you describe is not social marketing!  Social marketing is a concept first explicated by Philip Kotler & Gerald Zaltman, Kellogg School of Management,

Northwestern

University

, in 1971, to describe the application of commercial marketing principles to health, social and quality of life issues. (Cf. Kotler, P. and Zaltman, G. (1971) "Social marketing:  An approach to planned social change.”  J of Marketing. Vol. 35, pp. 3-12.)

 

What you describe better is better labeled "social media" or "consumer generated content."

 

Social marketing has been used around the globe by government and non-profit organizations to impact issues of societal well-being as diverse as breastfeeding, recycling and encouraging savings account.  Not a flash in the pan phenomenon, there are numerous college curricula; six-plus textbooks; an international listserve with over 1,000 members; a dedicated journal; three major US or international conferences; at least six major US firms; social marketing centers in Scotland, Canada, Poland and Australia; governmental centers in the UK and the US; a national excellence collaborative in the US, all dealing with social marketing.

 

For more information you can visit the following web sites, among others:  www.social-marketing.com; www.social-marketing.org; www.nsmcentre.org.uk.

Comments

[Mike Newton-Ward]

Thank you! I hope you will continue to read! Please feel free to share with others, and to comment.