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Differences between the Social Marketing and Commercial Marketing - Essay Example

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This essay “Differences between the Social Marketing and Commercial Marketing” investigates the inherent differences between these two marketing applications and expose why it is difficult to adopt the commercial marketing framework and methodology to social marketing endeavors…
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Differences between the Social Marketing and Commercial Marketing
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Download file to see previous pages However, significant differences between the worlds of social marketing and commercial marketing mean that the transfer of commercial marketing concepts into the social marketing arena poses a number of problems to the social marketing program (Andreasen, 2000; Bloom and Novelli, 1981). BUPA Health Services is the chosen company, whose case history will be perused for presenting concrete evidence in support of the above-mentioned thesis.
In a general sense, Social Marketing is a novel way of conceiving and implementing a very old human endeavour. From time immemorial, “there have been social systems, there have been attempts to inform, persuade, influence, motivate, to gain acceptance for new adherents to certain sets of ideas, to promote causes and to win over particular groups, to reinforce behaviour or to change it -- whether by favour, argument or force” (Gulas, 2000). Social Marketing has its origins in religion, politics, academics, and also in military strategy. It also has intellectual roots in “disciplines such as psychology, sociology, political science, communication theory and anthropology”. Its practical development is related to such disciplines as “advertising, public relations and market research, as well as to the work and experience of social activists, advocacy groups and community organizers” (Gulas, 2000).
Commercial marketing, on the other hand, is defined as the understanding, targeting, and advertisement of products and services to consumers, with the expectation of making profits out of the enterprise. This profit motive is what essentially separates the two concepts and in most cases makes them conceptually incompatible. Social Marketing is an integrated part of health promotion strategies across agencies and government departments in the United Kingdom Healthcare Sector. ...Download file to see next pagesRead More
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