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What is Understanding Social Marketing Concepts about?

This document discusses social marketing, defining it as adapting commercial marketing techniques to influence voluntary behavior changes that benefit individuals and society. It proposes that social marketing involves applying the "marketing mix" - product, price, place, and promotion - to programs targeted at specific groups. As an example, it analyzes a non-smoking during pregnancy campaign, showing how the campaign uses websites, emails and other digital technologies (the "price" and "product") to promo

Author

Priyanka Sonawane

Language

EN