Social Marketing: An approach to planned Social Change, Journal of Marketing
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.
Philip Kotler, Gerald Zaltman
Kotler, Philip, and Gerald Zaltman. 1971. Social Marketing: An approach to planned Social Change. Journal of Marketing. 35(3): 3-12.