Social Marketing: What makes it different?

Abstract

After briefly reviewing the recent development of interest in social marketing, some areas where it differs from business marketing are explored. “Social” and “societal” marketing are said to be distinct developments but both have substantial implications for the marketing concept. Four distinct types of social marketing are identified depending largely upon the marketeer's sources of financial support.

Citation

Webster, F.E. (1975), "Social Marketing: What makes it different?", Management Decision, Vol. 13 No. 1, pp. 70-77. https://doi.org/10.1108/eb001066