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Social Marketing: An Approach to Promoting Sustainability - Dissertation Example

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The major aim of this paper is to get deep insights into the topic social marketing. Marketing principles are undergoing huge changes over the last few decades. Traditional marketing methods have given way for new marketing principles because of the huge development in science and technology…
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Social Marketing: An Approach to Promoting Sustainability
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"Social Marketing: An Approach to Promoting Sustainability"

Download file to see previous pages The fourth objective of this paper is to identify the similarities and differences between the marketing mixes of traditional marketing and social marketing. Methodology The methodology that will be applied by this study has been chosen in order to acquire information about the development of social marketing in the present century and its role in bringing social changes in a community or country. This research will make use of the findings of previous researches in order get specific knowledge about the different topics in social marketing. Many of the previous researches concentrated only on some specific aspects of social marketing whereas this research is intended to concentrate on the general aspects of social marketing. Data Collection Data collection is the most important part of any research. In fact the success of any research depends on the quality of data collected. In order to conduct a research properly, primary data, secondary data, quantitative data and qualitative data are essential. Credible resources should be selected for data collection. In this research, I tried to collect data only from credible sources. Both primary and secondary data will be used for this research. Primary data is the backbone of any research as the name indicates. It provides information from direct sources and therefore it is more reliable than secondary data. Primary data will be collected with the help of semi structured interviews conducted among sociologists, psychologists, environmentalists and marketers. Online surveys and questionnaires will also be used to collect primary data. The purpose of secondary data is to supplement the primary data. In other words, the major duty of secondary data is to...
The paper tells that one of the most interesting facts about the modern day marketing is the development of social marketing. Instead of product or service, social marketing market attitudes and behavior etc. The major difference between the traditional marketing and social marketing is that traditional marketing always brings advantages to the seller whereas social marketing brings advantages to the buyer. “Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors”. Ideas, attitudes and behaviors are new commodities entered into the commercial world which was dominated by products and services in the past. Entrepreneurs are waiting for new ideas, concepts, behaviors etc to beat the competitors and to gain upper hand in the market. Social marketing differs from other types of marketing only in the objectives. Kotler and Andreasen defined social marketing as a marketing method to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society". In the case of all the other marketing methods, the ultimate beneficiary would be the seller; however, in the case of social marketing, the beneficiaries would be the society rather than the seller. For example, social marketing is used extensively to avoid drug abuse, heart problems etc. ...Download file to see next pagesRead More
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bria87 added comment 6 months ago
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Good paper! Used it to finish an assignment for a marketing course. It was easy as ABC, for the first time in my life.
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