Evolution Of Social Marketing From Kotler And Zaltman's 1971 Definition
2139 Words9 Pages
The purpose of this essay is to answer the following question:
“Critically evaluate the evolution of social marketing from Kotler and Zaltman’s 1971 definition through to modern-day theory and practice.”
The question is about the growth social marketing has made since the definition from 1971 and how social marketing is still changing and developing while facing different challenges. Social marketing is an academic discipline that is being applied to improve public health, strengthen communities, prevent many different social and individual issues, and even to improve financial well-being (Lee & Kotler, 2011). Social marketing has come a long way since it was first introduced in the early 1970s and has grown into a recognized professional field after a long period of confusion about the true meaning. Predictions are that social marketing will continue to grow in popularity, but in a rapidly evolving society, it will have to adapt to these changes.
To answer the question, the first step is to formulate the first definition by Kotler and Zaltman (1971) and to take a closer look at where this definition came from. After examining this article, the idea about social marketing has changed due to scholar research, practical experience, and the challenges that social marketing has faced, and how the focus from changing social ideas has shifted to behavioural change that is effective and durable. Trends in marketing and societal trends have also influenced the