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2019 | OriginalPaper | Chapter

1. The Big Picture in Social Marketing

Author : Debra Z. Basil

Published in: Social Marketing in Action

Publisher: Springer International Publishing

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Abstract

This chapter defines social marketing and places social marketing within the broader environmental context. Social marketing is positioned in comparison with education and law. The difference between upstream and downstream, as well as macro and micro, and social marketing are discussed, highlighting the need for all of these approaches. The importance of conducting a thorough situation analysis is stressed, including identification of strengths, weaknesses, opportunities, and threats (SWOT analysis). Finally, this chapter addresses the need to identify competing behaviors that may hinder your social marketing efforts.

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Title: The Big Picture in Social Marketing
Author: Debra Z. Basil
Publisher: Springer International Publishing
Book: Social Marketing in Action
Print ISBN: 978-3-030-13019-0

Electronic ISBN: 978-3-030-13020-6

Copyright Year: 2019
DOI: https://doi.org/10.1007/978-3-030-13020-6_1