Title

Social Marketing: Changing consumer’s behavior for their good.

Document Type

Book Section

Publication Date

1-1-2019

Publication Title

Marketing and Humanity: Discourses in the Real World

Publisher

Cambridge Scholars Publishing

First page number:

229

Last page number:

252

Abstract

Although the application of commercial marketing principles and techniques are hallmarks of social marketing, there are important differences that distinguish social marketing from commercial marketing (Lough and Pharr, 2010). The objective of commercial marketing is the promotion or sales of a product or service to further a company’s monetary objectives or enhance their brand image. … See full text for complete abstract.

Disciplines

Social Influence and Political Communication

Language

English


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