SOCIAL MARKETING: A NEW PARADIGM IN MARKETING

“Progress is possible, No one can stop it, but obstacle is there, we have to face it. ” – Amartya Sen, Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can be applied to promote merits goods, or to make a society avoid demerit goods and thus to promote society’s well being as a whole. Using the benefits and of doing social good to secure and maintain customer engagement. In social marketing the distinguishing feature is therefore its primary focus on social good and not a secondary outcome. Public sector bodies can use standard marketing approaches to improve the promotion of their relevant services and organizational aims, this can be very important, but should not be confused with specific audiences in relation to different topics relevant to social good. Kotler and Andresen define social marketing as “differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization. Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society.