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The Role of Social Marketing in Behavior Change. A Case Study of the "Truth" Anti-Smoking Campaign - Couverture souple

Kimbell, Joeleen

 
9783389112434: The Role of Social Marketing in Behavior Change. A Case Study of the "Truth" Anti-Smoking Campaign
Couverture souple
ISBN 10 : 338911243X ISBN 13 : 9783389112434
Editeur : GRIN Verlag, 2025

Synopsis

Case Study from the year 2023 in the subject Business economics - Market research, grade: A, , language: English, abstract: Social marketing is a strategic approach that applies commercial marketing principles to influence behaviors that benefit individuals and society. Unlike traditional marketing, which focuses on profit generation, social marketing aims to foster positive changes in areas such as public health, environmental conservation, and safety. This paper explores the concept of social marketing, emphasizing its key benchmarks, including audience segmentation, behavioral objectives, exchange theory, the marketing mix, and competition analysis. The "Truth" anti-smoking campaign serves as a case study to illustrate the effectiveness of social marketing in reducing smoking rates among youth. The campaign's success demonstrates the potential of well-researched social marketing interventions in shaping public behavior and promoting sustainable social development. Additionally, the paper examines the strengths and weaknesses of social marketing, addressing its long-term impact, ethical considerations, and challenges in implementation. The discussion further extends to the ideological role of marketing in shaping consumer identities and its implications for sustainability in developed nations. By critically analyzing marketing as an ideological force that reinforces consumer culture, this paper highlights the need for ethical and sustainable marketing strategies that prioritize social well-being over commercial gain.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de la quatrième de couverture

Case Study from the year 2023 in the subject Business economics - Market research, grade: A, , language: English, abstract: Social marketing is a strategic approach that applies commercial marketing principles to influence behaviors that benefit individuals and society. Unlike traditional marketing, which focuses on profit generation, social marketing aims to foster positive changes in areas such as public health, environmental conservation, and safety. This paper explores the concept of social marketing, emphasizing its key benchmarks, including audience segmentation, behavioral objectives, exchange theory, the marketing mix, and competition analysis. The "Truth" anti-smoking campaign serves as a case study to illustrate the effectiveness of social marketing in reducing smoking rates among youth. The campaign's success demonstrates the potential of well-researched social marketing interventions in shaping public behavior and promoting sustainable social development. Additionally, the paper examines the strengths and weaknesses of social marketing, addressing its long-term impact, ethical considerations, and challenges in implementation. The discussion further extends to the ideological role of marketing in shaping consumer identities and its implications for sustainability in developed nations. By critically analyzing marketing as an ideological force that reinforces consumer culture, this paper highlights the need for ethical and sustainable marketing strategies that prioritize social well-being over commercial gain.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
GRIN Verlag
Date d'édition
2025
Langue
anglais
ISBN 10 
338911243X
ISBN 13 
9783389112434
Reliure
Broché
Nombre de pages
16
Coordonnées du fabricant
GRIN Publishing GmbH
info@grin.com

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München
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