Key concepts and principles of social marketing

Jeff French and Clive Blair-Stevens

in Social Marketing and Public Health

Published in print October 2009 | ISBN: 9780199550692
Published online February 2010 | e-ISBN: 9780191720413 | DOI:
 Key concepts and principles of social marketing

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Social marketing is a dynamic interdisciplinary cross-sector approach to creating social good. Like marketing and many other public sector endeavours such as education, public health, and environmental development, social marketing needs to draw on a very broad range of disciplines, theories, and methodologies. In this sense, social marketing is an example of a new multidisciplinary whole systems approach to solving social issues. This chapter explains social marketing and its key features and concepts; sets out the differences in people's understanding of social marketing; introduces the ‘customer triangle’ as a device for remembering its key features; introduces the national ‘benchmark criteria’ as a robust set of core features that cuts through different views of social marketing; and explains the link between social marketing and the diverse ways of seeking to influence human behaviour.

Keywords: social marketing; customer triangle; national benchmark criteria

Chapter.  5907 words.  Illustrated.

Subjects: Public Health and Epidemiology

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