Social Marketing

Dilip S. Mutum and Ezlika M. Ghazali
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Dilip S. Mutum: Monash University Malaysia
Ezlika M. Ghazali: University of Malaya

Chapter Chapter 6 in Consumers, Society and Marketing, 2023, pp 123-147 from Springer

Abstract: Abstract Over time, social marketing has evolved and developed. The social marketing mix is covered in this chapter, which emphasises how its explanations and interpretations differ from the traditional marketing mix. There exists a certain degree of ambiguity when attempting to delineate the boundaries between critical marketing and social marketing. Additionally, the chapter discusses social entrepreneurship and makes a distinction between it and conventional business entrepreneurship. Additionally, some social marketing initiatives are critically analysed. If handled properly, social marketing challenges can be considered as opportunities for progress.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:csrchp:978-3-031-39359-4_6

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DOI: 10.1007/978-3-031-39359-4_6

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