出版社：Ege University, Faculty of Economics and Administrative Sciences
摘要：Marketing is used in various fields. Producers market their products and serviceswhile an individual may market himself/herself when applying for a job; a politicalparty markets its ideas to the public. Likewise, some behaviors can also bemarketed for the welfare of the public. For example “non smoking” behavior couldbe marketed in order to make people quit smoking. These kind of marketingactivities that seek to improve public welfare are usually undertaken by non-profit organizations and governments are called social marketing. Social marketing differsfrom conventional marketing due to its specific features, besides its market structureand environmental conditions. The aim of this article is to highlight the concept ofsocial marketing, discuss its problems and give recommendations to create aneffective social marketing campaign.
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