Page 29 - The Handbook of Persuasion and Social Marketing

22 The Handbook of Persuasion and Social Marketing

table 2.1 Social marketing definitions, 1985–2010

Manoff, 1985 “Social marketing is the adaptation of marketing to public
health imperatives . . . it is a strategy for translating
scientific findings about health and nutrition into
education and action programs adopted from
methodologies of commercial marketing.”
Kotler & Roberto, “A social-change management technology involving the
1989 design, implementation, and control of programs aimed at
increasing the acceptability of a social idea or practice in
one or more groups of target adopters.”
Andreasen, 1995 “The application of commercial marketing technologies to
the analysis, planning, execution, and evaluation of
programs designed to influence the voluntary behavior of
target audiences in order to improve their personal welfare
and that of their society.”
Kotler, Roberto “Social marketing is the use of marketing principles and
& Lee, 2002 techniques to influence a target audience to voluntarily
accept, reject, modify, or abandon a behavior for the
benefit of individuals, groups, or society as a whole.”
Donovan & “The application of the marketing concept, commercial
Henley, 2003 marketing techniques and other social change techniques
to achieving individual behavior changes and social
structural changes that are consistent with the UN
Declaration of Human Rights.”
Smith, 2006 “A program management process designed to influence
human behavior through consumer-oriented decision-
making leading to increased social benefit.”
Serrat, 2010 “Social marketing is the use of marketing principles and
(Asian techniques to effect behavioral change. It is a concept,
Development process, and application for understanding who people
Bank report) are, what they desire, and then organizing the creation,
communication, and delivery of products and services to
meet their desires as well as the needs of society, and solve
serious social problems.”
Dann, 2010 “The adaptation and adoption of commercial marketing
activities, institutions and processes as a means to induce
behavioral change in a targeted audience on a temporary
or permanent basis to achieve a social goal.”
Note. Reprinted from Social Marketing and Social Change (p. 21), by R. C. Lefebvre, 2013,
San Francisco: John Wiley & Sons, Inc. Copyright 2013 by John Wiley & Sons, Inc.
Reprinted with permission.