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10 “Doing Good by Doing Well”

In: Ten and a Half Lessons in Marketing

Author

Listed:
  • Emílio Távora Vilar

    (University of Lisbon)

Abstract

In Lesson 10, social marketing is explained and discussed. The objective of social marketing is to promote behavioural changes that lead to social transformation. The lesson begins by distinguishing the two primary levels at which social causes can be addressed: downstream, targeting individual behaviour, and upstream, influencing policy and decision-makers. Next, it identifies the scope of action, the type of organisations that qualify for intervention, and the main stakeholders involved in social marketing. Lastly, it outlines the criteria that support the planning, design, and implementation of social marketing programmes. These criteria include objectives, segmentation, research, exchanges, competitive pressures, the marketing mix, and evaluation of results.

Suggested Citation

  • Emílio Távora Vilar, 2025. "10 “Doing Good by Doing Well”," Springer Books, in: Ten and a Half Lessons in Marketing, pages 199-213, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-09728-6_11
    DOI: 10.1007/978-3-032-09728-6_11
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