Service-Dominant Logic and Social Marketing

Social Marketing and Social Change

Is it time for more of us to loosen our grip on the 4Ps of the marketing mix as a necessary ingredient or benchmark for social marketing programs? In the broader marketing world, a growing dissatisfaction with the 4Ps framework has been driving a fundamental shift in the conceptualization of marketing since the 1980s (described as “merely a handy framework” of managerial decision-making variables; Day & Montgomery, 1999). 2007).

Macromarketing and Social Change

Social Marketing and Social Change

"Most social marketing programs occur within a micromarketing environment. Producers have the responsibility of sensing these needs or demands, identifying unmet needs or unresolved problems, and using the marketing mix to develop offerings that provide personal, organizational, and social benefits. This market-based approach has both supporters and critics (Curtis et al., Diez Roux, 2007; Oltvai & Barabasi, 2002; Sallis et al., 2007).