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Chapitre 7. Concepts et principes du marketing social

Author

Listed:
  • Jean-François Diouf
  • Karine Gallopel-Morvan

    (ARENES - Arènes: politique, santé publique, environnement, médias - UR - Université de Rennes - Institut d'Études Politiques [IEP] - Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - UR2 - Université de Rennes 2 - CNRS - Centre National de la Recherche Scientifique, EHESP - École des Hautes Études en Santé Publique [EHESP], IDM - Institut du Management - EHESP - École des Hautes Études en Santé Publique [EHESP], RSMS - Recherche sur les services et le management en santé - UR - Université de Rennes - EHESP - École des Hautes Études en Santé Publique [EHESP] - INSERM - Institut National de la Santé et de la Recherche Médicale - CNRS - Centre National de la Recherche Scientifique)

Abstract

Né en 1971, le marketing social est une « application des techniques utilisées en marketing commercial pour analyser, planifier, exécuter et évaluer des programmes dont le but est la modification du comportement d'une cible d'individus, afin d'améliorer leur bien-être personnel et celui de la société » (Lee et Kotler, 2019)... Ce chapitre dessine les contours et les principes du marketing social en matière d'usage de la théorie, d'analyse des comportements, de définition de la stratégie pour piloter des interventions visant un changement de comportement ainsi que son déploiement à travers des actions terrain...

Suggested Citation

  • Jean-François Diouf & Karine Gallopel-Morvan, 2022. "Chapitre 7. Concepts et principes du marketing social," Post-Print hal-04960197, HAL.
    • Handle: RePEc:hal:journl:hal-04960197
    as

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    Keywords

    Marketing social;

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