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Social marketing should not be confused with the societal marketing concept which was a forerunner of sustainable marketing in integrating issues of social responsibility into commercial marketing strategies. In contrast to that, social marketing uses commercial marketing theories, tools, and techniques to social issues.
The social study of marketing is an interdisciplinary area of social science. It combines perspectives from anthropology, economic sociology, science and technology studies, and cultural studies to study consumption. Work in the area emphasizes the social and cultural dimensions of marketing practices but focuses also on technical and ...
A key difference is that the greater 'social good' is the principal consideration in social marketing while social benefits are one of a number of considerations in societal marketing. On the other hand, social marketing is a sub-branch of marketing that began in 1971, with the publication of an article by Kotler and Zaltman, emphasising a ...
The principle of value marketing contends that a company "should put most of its resources into value-building marketing investments." One criticism of marketing its short term focus in the sense of promotions and minor improvements. Value marketing seeks to create long term customer loyalty by adding significant value to the consumer offer. [1]
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Social media analytics or social media monitoring is the process of gathering and analyzing data from social networks such as Facebook, Instagram, LinkedIn, or Twitter. A part of social media analytics is called social media monitoring or social listening. It is commonly used by marketers to track online conversations about products and companies.
This process is known as social mediation. Marketing communication platforms personalizes and expends marketing contents in an automated fashion based on the profile of the recipients. [16] A platform functions as a similar principle in marketing communications, providing awareness and information about a specific brand or product. [21]
Seven principles of a successful social business were developed by Muhammad Yunus and Hans Reitz, the co-founder of Grameen Creative Lab: [8] Business objective will be to overcome poverty, or one or more problems (such as education, health, technology access, and environment) which threaten people and society; not profit maximization.