Professor Philip Kotler - Kotler Marketing Group Inc.
The Larger Context for Social Marketing
Social marketing is one of six social change strategies. To be maximally effective, social marketers must work with other social change strategies. As
two examples, social marketers must tie their work to new technologies that become available and also tie their work to current and emerging
social movements. The addition of upstream and mid-stream social marketing thinking is enriching the power of social marketers to more
effectively bring about behavioral change, its main objective.