4Ps

The concept of “social marketing” has gained widespread recognition in the field of marketing since its inception by Kotler and Zaltman (1971) decades ago. Further discussion was made by Lazer and Kelley (1973) and Sheth and Wright (1974) bout it’s concepts. Then came the ethics of social marketing by Laczniak, Lusch, and Murphy (1979) to application of social sciences to social marketing concepts by Swinyard and Ray (1977). Blakely, Schutz, and Harvey (1977 and Gutman (1978) reported several case studies pertaining to social marketing. However, there are few case studies that can’t go forward the development of general knowledge regarding social marketing, including problems andRead More →