Success in social marketing

Abstract

In a series of articles, Philip Kotler, first with Sidney Levy [11], then with Gerald Zaltman [12], and then singularly [8], has significantly broadened the scope of marketing management. Marketing strategy, according to Kotler, is pertinent in numerous areas in addition to its business application. This article is concerned with one particular area for the expanding application of the marketing concept— social marketing. The use of marketing strategy to achieve social objectives produces both similarities and differences to business applications. Comparing these similarities and differences should produce some insight about the potential success of social marketing.