Theoretical Background: Introduction to Social Marketing
Helena M. Alves () and
M. Mercedes Galan-Ladero ()
Additional contact information
Helena M. Alves: University of Beira Interior
M. Mercedes Galan-Ladero: University of Extremadura
A chapter in Case Studies on Social Marketing, 2019, pp 1-10 from Springer
Abstract:
Abstract Currently the importance of social marketing is unquestionable. Social marketing, also called marketing of social causes, has become a key tool for all types of organizations (public and nonprofit organizations and even companies). Since 1971, when the first definition was published, social marketing has grown in popularity and has been used in different areas. In this theoretical chapter, some definitions and core concepts are considered, and social marketing approaches are analyzed. The main steps of a social marketing program are also explained. Finally, ethics and cultural differences are referred as key aspects in social marketing.
Keywords: Social marketing; Social marketing approaches; Social marketing program; Ethical dilemmas in social marketing (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
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:spr:mgmchp:978-3-030-04843-3_1
Ordering information: This item can be ordered from
http://www.springer.com/9783030048433
DOI: 10.1007/978-3-030-04843-3_1
Access Statistics for this chapter
More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().