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Essay text:
Even if the idea that is being marketed is accepted, social marketing is not successful till it is able to induce an action in the individual as well. Andreasen believes that social marketing is unique because it:
1. upholds the need for bringing about behavioural change
2. is extremely customer-driven
3. requires a high level of creativity and ingenuity
Social marketing is in the growth phase of its product life cycle. It came into prominence with the family planning promotions of the 1960s. It was mentioned in the works of Kotler and Levy (1969) and Kotler and Zaltman (1971). It gained acceptance over the years and currently, it is taught at many business schools and conferences and seminars regarding the same are regularly held the world over...
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