About this document

Introduction to Social Marketing by Shane-Michael Thompson is a document available to read on EtoBox.

This lecture introduces social marketing by defining it as a process that applies commercial marketing techniques to influence behaviors that benefit society. The lecturer will cover the history and definitions of social marketing, how it differs from commercial and cause marketing, examples of social marketing campaigns, and how social marketing is used and its key aspects. Research and evaluation are emphasized as cornerstones of social marketing, along with engaging the target audience.

Author

Shane-Michael Thompson

Language

EN