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Social Marketing

In: Consumers, Society and Marketing

Author

Listed:
  • Dilip S. Mutum

    (Monash University Malaysia)

  • Ezlika M. Ghazali

    (University of Malaya)

Abstract

Over time, social marketing has evolved and developed. The social marketing mix is covered in this chapter, which emphasises how its explanations and interpretations differ from the traditional marketing mix. There exists a certain degree of ambiguity when attempting to delineate the boundaries between critical marketing and social marketing. Additionally, the chapter discusses social entrepreneurship and makes a distinction between it and conventional business entrepreneurship. Additionally, some social marketing initiatives are critically analysed. If handled properly, social marketing challenges can be considered as opportunities for progress.

Suggested Citation

  • Dilip S. Mutum & Ezlika M. Ghazali, 2023. "Social Marketing," CSR, Sustainability, Ethics & Governance, in: Consumers, Society and Marketing, chapter 0, pages 123-147, Springer.
    • Handle: RePEc:spr:csrchp:978-3-031-39359-4_6
    DOI: 10.1007/978-3-031-39359-4_6
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