The Big Picture in Social Marketing

Debra Z. Basil ()
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Debra Z. Basil: University of Lethbridge

Chapter Chapter 1 in Social Marketing in Action, 2019, pp 3-21 from Springer

Abstract: Abstract This chapter defines social marketing and places social marketing within the broader environmental context. Social marketing is positioned in comparison with education and law. The difference between upstream and downstream, as well as macro and micro, and social marketing are discussed, highlighting the need for all of these approaches. The importance of conducting a thorough situation analysis is stressed, including identification of strengths, weaknesses, opportunities, and threats (SWOT analysis). Finally, this chapter addresses the need to identify competing behaviors that may hinder your social marketing efforts.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_1

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DOI: 10.1007/978-3-030-13020-6_1

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