Fentaye Kassa Hailu

Social Marketing: Basics and Concepts Fentaye Kassa Hailu

Social marketing is the application of commercial marketing technologies to the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of target audiences in order to improve their personal welfare and that of society. There are four major arenas that social marketing efforts have focused on over the years: Health promotion, injury prevention, environmental protection, and community mobilization. Chartists, parliamentary reformers, Luddites, suffragettes, feminists and many others have tried to change the social circumstances of particular groups, as well as society as a whole, with varying degrees of success. Today, health promoters, government agencies and other non-profit organizations use marketing expertise to achieve similar goals. Social marketing also has a great deal to offer here by influencing the behaviour, not just of the individual citizen, but also of policy makers and influential interest groups. Therefore, this material will be useful for the teachers in higher institutions, social marketers, non profit organizations, Government bodies, NGOs, Health promoters and others who involved in social affairs.