Nancy Lee Philip Kotler DEFINITION “Social marketing is a process that applies marketing principles and techniques to create, communicate,
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In 1969, Philip Kotler and Sidney Levy argued that: “ marketing is a pervasive societal activity that goes considerably
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or contributing to the community (Kotler and Lee, 2008) When looking at the definition, it is easy to spot the five main components of social marketing
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in social marketing definitions, from Kotler in 1971 to Andreasen in 1996 The social marketing planning process is the same as in generic marketing
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Philip Kotler and Kevin Keller 2008 Marketing Management Prentice Hall The topics covered brand equity, customer value analysis, database marketing, e-
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Philip Kotler and Gerald Zaltman, “Social Marketing: An Approach to Planned Social Change,” Journal of Marketing, July 1971, Vol 35, Issue 3, pp 3-12 (
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Chapter 2 offers a step-by-step strategy for creating a social marketing is attributed to Kotler and Zaltman (1971), who offered the first formal social
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