The Impact Of Social Marketing And Social Impact On Society

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Introduction

Is it possible to achieve improved social change by facilitation and implementation of more effective solutions through social marketing? This paper aims at exploring and discussing the impact of social marketing on society and its most relevant implications seen in consistent behavioural changing or maintaining of the same behaviour through people orientated approach. Furthermore it provides an introduction to the concepts and examples in relation to social sustainability influenced by an efficient social marketing and whether adapting other techniques from other disciplines are necessary to achieve a successful outcome. Concurrently the use of OBAMA model providing social marketers with elementary structure and guidance for …show more content…

In spite of those different views, they all concentrated on social marketing as an crucial approach to behaviour change of consumers. It is evident that the field of social marketing has gone through a long journey and evolved into the certain level of maturity. However, the world around is changing consistently so the social marketing has to adjust itself into dynamic and constantly changing environment by adapting attributes completely or partially from another closely related disciplines, This idea is supported by Mick (2006) who states that originality and creativity of social marketers are rooted in transformative market research. Lefebvre (2012) argues that the aspect of “social” in social marketing is brought by “out of box” approach in creating ideas and proactive thinking within “markets of behaviours”. McKenzie-Mohr (2013) addressed the inefficiency of knowledge extension and attitude alteration in promoting the behavioural change and therefore he prompts to more pragmatic approach involving the exact type of behaviour to be promoted, identifying …show more content…

Therefore it is related to marketing mix with its preeminence claimed by Borden (1965) as to be the first who incorporated the term “marketing mix” into the language of marketing professionals. Later it has been modified and known as 4 Ps model consisting of Product, Price, Place and Promotion extended with another elements such as People (Judd, 1987), Participants, Physical evidence and Process (Booms and Bittner, 1980) as the basic 4P model had become insufficient within dynamic marketing environment. However the general 4P model is more applicable to commercial marketing so in addition to fulfil the social aspect of the social marketing, Malibach, et. al.(2007) introduced and suggested new 4 Ps model of social marketing which has been justified and observed as

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