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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 1
Defining and Distinguishing Social Marketing
Chapter Summary
Social Marketing is a process that uses marketing principles and techniques
to influence target audience behaviors that will bene"t society as well as the
individual. This strategically oriented discipline relies on creating,
communicating, delivering, and exchanging o'erings that have positive value
for individuals, clients, partners, and society at large.1
There are a few important di'erences between social marketing and
commercial sector marketing. Social marketers are focused on
influencing a behavior that will have societal gain, while commercial
marketers are focused on selling goods and services at a "nancial gain
for the organization. Commercial sector marketers position their
products against those of other companies, while the social marketer
competes with the audience’s current behavior and associated
bene"ts.
Social marketing principles and techniques are most often used to
improve public health, prevent injuries, protect the environment,
increase involvement in the community and enhance "nancial
wellbeing. Those engaged in social marketing activities include
professionals in public sector agencies, non-pro"t organizations,
corporate marketing departments and advertising, public relations and
market research "rms.. A social marketing title is rare and is most
likely to fall within the responsibility of a program manager, community
relations, or communications professional.
Other approaches to changing behavior and impacting social issues
include technological innovations, scienti"c discoveries, economic
pressures, laws, improved infrastructures, changes in corporate
business practices, new school policies and curricula, public education,
and the media. Many agree these factors and audiences are well within
the purview, even responsibility, of social marketers to influence.
1 Nancy R. Lee, Michael L. Rothschild, William Smith, "A Declaration of Social Marketing's
Unique Principles and Distinctions." March 2011.
