Transcription of Social Marketing for Public Health - Jones & Bartlett Learning
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Social Marketing for Public Health - Jones & Bartlett Learning
CHAPTERSOCIAL Marketing : A BRIEF OVERVIEWE volution and DefinitionWhen this book was completed in 2009, it had been exactly 40 years since the pub-lication of Kotler and Levy s (1969) pioneering article, Broadening the Concept ofMarketing. It was in this article that the idea of Social Marketing was first intro-duced and discussed. Kotler and Levy clearly proposed that as a pervasive societalactivity, Marketing goes considerably beyond the selling of toothpaste, soap, andsteel, urging Marketing researchers and practitioners to consider whether tradi-tional Marketing principles are transferable to the Marketing of organizations, per-sons, and ideas (p. 10).Subsequently, the term Social marketingwas formally introduced in 1971 ( ,Basil, 2007; Kotler & Lee, 2008), when Kotler and Zaltman (1971) coined the Marketing for Public HealthAn IntroductionHong Cheng, Philip Kotler, and Nancy R. :Cheng 11/5/09 4:32 PM Page 1 Jones and Bartlett Publishers, LLC.
In their article, they provided a clear definition for social marketing, discussed the requisite conditions for effective social marketing, elaborated on the social market-
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