Social marketing as a powerful motivational tool for behavioral change

Lukáš Vartiak
Additional contact information
Lukáš Vartiak: University of Žilina, Žilina, Slovak Republic

Marketing Science & Inspirations, 2015, vol. 10, issue 4, 34-46

Abstract: The purpose of the paper entitled „Social marketing as a powerful motivational tool for behavioral change“ was to identify the topics of social marketing campaigns based on examples from the practice. To fulfill the purpose, the paper was divided into four parts. The first part described the main theoretical terms, such as social marketing, social marketing models and social marketing planning process. The next section defined the extended marketing mix of social marketing, which includes not only product, price, place and promotion, but even other elements arising from the unique nature of the product and environment. The following are examples of social marketing campaigns. Finally, the conclusion includes identification of the topics of social marketing campaigns and recommendations for the future. Methods of analysis, synthesis and selection were used.

Keywords: corporate social responsibility; society; social marketing; marketing campaign; marketing mix (search for similar items in EconPapers)
JEL-codes: M14 M31 M37 (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/socialny-marketing-nastroj-zmeny-spravania/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:10:y:2015:i:4:p:34-46

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().