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Social marketing as a powerful motivational tool for behavioral change

Author

Listed:
  • Lukáš Vartiak

    (University of Žilina, Žilina, Slovak Republic)

Abstract

The purpose of the paper entitled „Social marketing as a powerful motivational tool for behavioral change“ was to identify the topics of social marketing campaigns based on examples from the practice. To fulfill the purpose, the paper was divided into four parts. The first part described the main theoretical terms, such as social marketing, social marketing models and social marketing planning process. The next section defined the extended marketing mix of social marketing, which includes not only product, price, place and promotion, but even other elements arising from the unique nature of the product and environment. The following are examples of social marketing campaigns. Finally, the conclusion includes identification of the topics of social marketing campaigns and recommendations for the future. Methods of analysis, synthesis and selection were used.

Suggested Citation

  • Lukáš Vartiak, 2015. "Social marketing as a powerful motivational tool for behavioral change," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 10(4), pages 34-46.
    • Handle: RePEc:cub:journm:v:10:y:2015:i:4:p:34-46
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    More about this item

    Keywords

    corporate social responsibility; society; social marketing; marketing campaign; marketing mix;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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