Research Details

Abstract

Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.

Type

Article

Author(s)

Philip Kotler, Gerald Zaltman

Date Published

1971

Citations

Kotler, Philip, and Gerald Zaltman. 1971. Social Marketing: An approach to planned Social Change. Journal of Marketing.(3): 3-12.