There are many definitions of social marketing in the literature.
You will find there are still probably more to come,
as authors make their own contributions to this particular area of debate.
Generally speaking, the first definition is recognized in
the literature is by Kotler and Zaltman in 1971.
They first used the term social marketing,
in article entitled "Social Marketing in approach to plan social change",
which appeared in general marketing.
In that article, they defined social marketing as a design,
implementation and control of program calculated to influence
the acceptability of social ideas involving the considerations of product planning,
pricing, communication, distribution and marketing research.
To give you a sense of the range of
definitions in some of the debate that surrounds them,
we've included some references on this page,
which will allow you to explore other articles where the debates around
the pros and cons of approaches to defining social marketing are discussed.
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