The term “social marketing” was coined by Philip Kotler and Gerald Zaltman in 1971. At the time, it was used to describe marketing actions that could change social behavior.
Social marketing should not be confused with social advertising or even social communication. In the words of Kotler and Zaltman:
“Social marketing is the design, implementation, and monitoring of programs designed to influence the acceptability of social ideas and that embeds planning, pricing, communication, distribution, and marketing research considerations.”
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social marketing