Theory of Social Marketing

consumers. Marketing is a vast field that encompasses various topics from business to psychology. Social media, as well, has had an enormous and relatively quick impact on the field of Marketing. Social Marketing deals with the specific subset of marketing that encompasses campaigns designed around social causes and changing consumers’ perceptions about social issues. Phillip Kotler, a Northwestern Professor of Marketing, and Gerald Zaltman, a Harvard Business Professor, originally coined the Social Marketing

this end, the goals of social marketing, as opposed to commercial marketing, is to elicit positive changes in the behaviours and opinions of the population that will positively benefit society on a local, national and international level. When using social marketing strategy to promote behaviour change amongst a specific target market, certain predisposed theories can be used to create a starting point for developing a social marketing program (Andreasen, 1995). A theory identified by Hastings

relationship (Moorman, Zaltman & Deshpande, 1992). Trust plays a role in marketing research to the extent that, without trust, research quality would be virtually non-existent (Moorman et al., 1992). Also, without trust, practitioners would not be willing to use research in a business environment. Trust is also the backbone that solidifies those relationships between researchers and users (Moorman et al., 1992). The trust theory also makes researchers more cognizant of the end-users needs and, therefore

becoming an increasing national concern. The Annual Health Survey for England (2016) states “…one in four adults in England has been diagnosed with a mental health condition at some point in their lifetime”. Rachel Craig, from the National Centre for Social Research, said: "This survey leaves us in no doubt as to the prevalence of mental ill health in England. Despite it affecting so many of us, prejudice against people with a mental illness still exists and there is some resistance to the provision

Putting theory into perspective Theory is the backbone of research. Without theories behind which research is guided, it would be impossible to draw any conclusions about a given study or manuscript on topics in the field of marketing. This paper will synthesize studies/theoretical frameworks that can be cited as part of research endeavors in the field of marketing. This paper will also discuss scholarly views related to what constitutes a theory. In addition, the ways that research, both qualitative

When examined historically, relationship marketing and customer relationship management have been two central essentials in marketing strategy in the past decades. “Customer Relationship Management” term originated at the beginning of the 20th century when the concept of marketing shifted from transactional to relational. The shift toward this more personal marketing approach has been stemmed from the increased demand for attention of consumers who want to ensure that the brands they choose not only

is a mobile social networking APP which is based on music preference. The users can find and communicated with surrounding people who is hearing the same music. In order to achieve best practice for branding and promoting the start-up internet business, at the beginning of the literature review, some researches about brand and brand management will be reviewed. Next, the relationship between branding and marketing mix will be discussed. Furthermore, the theoretical framework of marketing communication

quest of a marketing theory, where to frame the present proposal, has ended up with an interesting tour through the evolution of the marketing theory. So that, before arriving to a definition of marketing that will eventually help this proposal to clearly state its goal, it merits to mention some considerations about the process that has hitherto led us. The majority of business related disciplines started to consolidate in the first decades of the 20th century (Drucker 2008), so marketing did. However

Historical and Current Marketing Theories: A Comparison and Contrast Analysis How are companies such as Ford, Wal-Mart, Apple, and Nike implementing branding as a form of marketing? According to Wagner (2013), businesses have five factors that may cause failure: lack of dialogue with the customers, lack of differentiation, inability to communicate value propositions, weakening of leadership, and failure to have a successful business model. Operating a business can be challenging and rewarding.

emergent literature is grounded in a theoretical framework that uses Relationship Marketing as a prime contributor to research. According to Al-Hamed, & Amin, (2014) relationship marketing is “a philosophy that an organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals” (p.48). Baker (2014) suggests that marketing efforts must identify the means of delivery of the message whether it is through