Tuesday, March 01, 2016

Social Marketing—"selling" ideas, attitudes and behaviors!

Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors. It differs from other areas of marketing only with respect to the objectives of the marketer and his or her organization.

 According to a study in “Communication for Development, 3E” by Srinivas Raj Melkote and H. Leslie Steeves (SAGE Publications) until the early 1970s, the approach was very stereotype. Communication campaigns were used one-way, topdown, source-to-receiver transmission models with the belief that effects would occur autonomously once the target received the message. But the major challenges were the changing values and knowledge as well as behavior patterns of the receivers. Later, the scope broadened “that social marketing is about influencing behavior, that it utilizes a systematic planning process and applies traditional marketing principles and techniques, and that its intent is to deliver a positive benefit for society.”

 Social marketing strategies are now mainly designed to influence social behaviors and not to benefit the marketer, but to benefit the target audience and the general society. The book “Communication for Development, 3E” is filled with latest scholarship on, and practices of, media and communication for development. Tracing the history of development communication, it looks objectively at diverse approaches and their supporters, and goes on to provide models for the future.

To read about more such practices grab your copy now.


  1. After reading this book, you may try to use this tool for SMS software for e-commerce https://www.intistele.com/solutions/online_offline_shops/ this manager is the best for your messages. You can arrange the delivery, set the dates for the birthdays of your customers and so on. To give your customers better conditions for comfortable shopping, set up SMS notifications with ecommerce or retail shop. You will see how simple this is, you do not need instructions.

  2. Informative post! I really like and appreciate your work, thank you for sharing such a useful information about Retail management strategies, keep updating the information, hear i prefer some more information about jobs for your career hr jobs in hyderabad .

  3. the information given on sage india is hard to digest. there's so much so much information about management that you dont have to go anywhere if you want something regarding this subject

    1. Many thanks for your comment. Please subscribe the blog for more such updates from SAGE.

      Team SAGE

  4. If your business is doing well in this competitive market, congratulations! You must be doing something right. The question is, is his comment is here as good as it could be? A good way to test that theory is to bring in some outside business counsel to scan the landscape and see if there is more you could do to expand and grow even more.

  5. I’m going to read this. I’ll be sure to come back. thanks for sharing. and also This article gives the light in which we can observe the reality. this is very nice one and gives indepth information. thanks for this nice article... smm panels list

  6. Eating food kills! That doesn't mean by way of overeating and obesity, causing heart attacks, it means by food poisoning. Food poisoning kills several hundred people in the UK every year and several thousand in the USA. How can this happen in the 21st century? Food poisoning and Foodborne disease are more prevalent now than they have ever been. Do you really know what is in the food you eat? Do you want to know? Read on..... Grey Suit No Tie

  7. Your post topic is very unique and good for the readers so i am really impress so carry on for more unique post because people will follow more your site. Thanks and Again Thanks