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Social Marketing: An Approach to Planned Social Change

Philip Kotler and Gerald Zaltman
Journal of Marketing
Vol. 35, No. 3 (Jul., 1971), pp. 3-12
DOI: 10.2307/1249783
Stable URL: http://www.jstor.org/stable/1249783
Page Count: 10
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Social Marketing: An Approach to Planned Social Change
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Abstract

Can marketing concepts and techniques be effectively applied to the promotion of social objectives such as brotherhood, safe driving, and family planning? The applicability of marketing concepts to such social problems is examined in this article. The authors show how social causes can be advanced more successfully through applying principles of marketing analysis, planning, and control to problems of social change.

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