IDEAS home Printed from https://ideas.repec.org/h/spr/sptchp/978-3-030-13020-6_2.html
   My bibliography  Save this book chapter

The Fundamentals of Social Marketing

In: Social Marketing in Action

Author

Listed:
  • Debra Z. Basil

    (University of Lethbridge)

Abstract

This chapter explains the steps necessary for creating a social marketing program. These include identifying appropriate objectives and goals for your program, properly segmenting the potential audience, selecting an appropriate target audience who will be receptive to your efforts, and positioning your social marketing program in a way that appeals to your target audience. It is essential to identify the barriers your target may face and remove these, as well as offer benefits to encourage the desired behavior change. A “four P’s” approach is explained for designing your social marketing program. This method considers the “product” you are offering (behavior change), the price it represents for your target audience (both monetary and non-monetary), the place where it will be offered, and how you will promote it. Finally, this chapter discusses the ethical challenges inherent in social marketing efforts.

Suggested Citation

  • Debra Z. Basil, 2019. "The Fundamentals of Social Marketing," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 23-44, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_2
    DOI: 10.1007/978-3-030-13020-6_2
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sptchp:978-3-030-13020-6_2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.