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The Big Picture in Social Marketing

In: Social Marketing in Action

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  • Debra Z. Basil

    (University of Lethbridge)

Abstract

This chapter defines social marketing and places social marketing within the broader environmental context. Social marketing is positioned in comparison with education and law. The difference between upstream and downstream, as well as macro and micro, and social marketing are discussed, highlighting the need for all of these approaches. The importance of conducting a thorough situation analysis is stressed, including identification of strengths, weaknesses, opportunities, and threats (SWOT analysis). Finally, this chapter addresses the need to identify competing behaviors that may hinder your social marketing efforts.

Suggested Citation

  • Debra Z. Basil, 2019. "The Big Picture in Social Marketing," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 3-21, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_1
    DOI: 10.1007/978-3-030-13020-6_1
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