A Declaration of Social Marketing’s Unique Principles and Distinctions

Ever wonder what exactly social marketing is? What’s the big deal and why is it necessary for my organization? Well, Nancy R. Lee, Michael L. Rothschild, and William Smith (one of our presenters during January’s webinar!) have the answers you we’ve been looking for.

A Declaration of Social Marketing’s Unique Principles and Distinctions

By: Nancy R. Lee, Michael L. Rothschild, William Smith – March, 2011

The purpose of this “Declaration” is to address two very narrow questions: What does social marketing add to the already considerable understanding about social change contributed to by many other disciplines? What is social marketing’s unique value proposition?

This document emerged from a concern that much of social marketing practice today is dominated by communication and, to a lesser extent, regulatory approaches to social change. These efforts, while valuable, are not unique to social marketing. In contrast, the study and practice of integrating product, place, price and promotion to create an exchange of value between the consumer and the marketer is unique to Social Marketing.

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