SOCIALLY RESPONSIBLE MARKETING   2566 WORDS

Drawing on the readings below and your own literature review outline and discuss the concept of ‘social marketing’. How does this differ from ‘societal marketing’ or ‘socially responsible marketing’?.

Provide examples of each of the three approaches to marketing and comment on the extent to which these represent a departure from traditional marketing practice.

Social marketing

Nowadays, social marketing is very common in lots of places, for example government agencies, private nonprofit organizations, private for-profit firms and university. However, many people don’t know what does social marketing is and how it differs from similar fields such as communications and behavior mobilization, it is being confused with generic marketing like ‘societal marketing’ and ‘socially responsible marketing’. There are some practitioners are doing social advertising but they think they are doing social marketing. Even some of the literature has defined social marketing improperly. Social