Social Marketing – Its Initial Concepts
Journal Title: Indian Journal of Research in Pharmacy and Biotechnology - Year 2014, Vol 2, Issue 4
Abstract
Rapid changes are occurring in the field of health communications. It has evolved from a onedimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing." Social marketing, like commercial marketing, aims to encourage people to “purchase” a product, service, idea or behavior, but differences exists in between. This paper reviews the stages of social marketing, its applicability and challenges.
Authors and Affiliations
Darshana Bennadi, K. R. Kashinath, J. V. Bharateesh
Keywords
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