Definition
Social marketing is the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research (Kotler and Zaltman 1971). As a broader definition proposed by Andreasen (1994), social marketing is also defined to be the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences to improve their personal welfare and that of the society of which they are a part. Additionally, Peattie and Peattie (2009) define social marketing as a form of marketing which is rapidly growing and has considerable potential to contribute to consumption reduction. They also argue that social marketing is unfortunately often confused with societal marketing although they different from each other....
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References and Readings
Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy & Marketing, 13(1), 108–114.
Andreasen, A. R. (1997). Challenges for the science and practice of social marketing. In M. E. Goldberg, M. Fishbein, & S. E. Middlestadt (Eds.), Social marketing: Theoretical and practical perspectives. Mahwah, NJ: Lawrence Erlbaum Associates.
Andreasen, A. R. (2007). Social marketing. In G. T. Gundlach, L. G. Block, & W. L. Wilkie (Eds.), Explorations of marketing in society. Mason, OH: Thomson South Western.
Cornelissen, G., Dewitte, S., Warlop, L., & Yzerbyt, V. (2007). Whatever people say I am, that’s what I am: Social labeling as a social marketing tool. International Journal of Research in Marketing, 24, 278–288.
Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business Research, 63, 147–153.
Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35, 3–12.
Kotler, P., Roberto, N., & Lee, N. (2002). Social marketing: Improving the quality of life. California: Sage Publications.
Lefebvre, R. C., & Flora, J. A. (1988). Social marketing and public health intervention. Health Education Quarterly, 15, 299–315.
Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62, 260–268.
Wymer, W. (2010). Rethinking the boundaries of social marketing: Activism or advertising? Journal of Business Research, 63, 99–103.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this entry
Cite this entry
Bayrak, G.Ö. (2013). Social Marketing. In: Idowu, S.O., Capaldi, N., Zu, L., Gupta, A.D. (eds) Encyclopedia of Corporate Social Responsibility. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28036-8_164
Download citation
DOI: https://doi.org/10.1007/978-3-642-28036-8_164
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28035-1
Online ISBN: 978-3-642-28036-8
eBook Packages: Business and Economics