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Social Marketing Concept Explained
Social marketing, sometimes known as “marketing for good,” is a strategy that promotes positive societal transformation by focusing on influencing individuals’ actions or ways of life rather than just selling an item or service. Its emphasis on community engagement is distinct from commercial marketing, marketing via green or sustainable practices, and marketing via social media.
The goal of such marketing is to modify people’s behaviors for the greater good of society – to the individual’s profit and benefit of society as a whole – by using the concepts of commercial marketing and the social sciences.
It is used by a wide variety of nonprofit organizations and charities, as well as by government organizations, emergency services, and agencies. Likewise, some examples are highway safety alliances, policemen, firefighters, and paramedic groups. Social marketers also handle campaigns for charitable causes of a commercial brand’s product or business.