What is social marketing?

Management Dictionary
Marketing, Sales and Communication

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Social marketing is an approach that leverages marketing techniques to encourage behaviors that have a positive impact on society. Unlike traditional marketing, which primarily aims to maximize sales, social marketing seeks to address issues such as public health, the environment, and human rights. It relies on a deep understanding of the needs and obstacles of the target audience, as well as strategic partnerships. For example, campaigns might encourage people to reduce their plastic consumption or engage in regular physical activity. To succeed, it’s not just about communication; it’s also about making desired behaviors more accessible, more appealing, and less expensive. By integrating these elements, social marketing contributes to improving collective well-being.

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Mots clés

Behavioral change, common good, influence, Persuasive communication, Pro-environmental behaviors, Pro-social behaviors, Strategic partnerships

Auteur.e(s)

TRELOHAN Magali
Professeure associée

Institution(s)

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