What is Social Marketing?

iSMA and ESMA seek to capture and spread good practice in Social Marketing internationally. iSMA and ESMA support the translation of the global consensus definition of Social Marketing into as many languages as possible as part of this process of sharing best practice.

The Global Consensus Definition of Social Marketing:

“Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable, and sustainable.”

Available translations
(alphabetical order)

Acknowledgements: Translated and led by Menna Kamel, Social Marketing and Behaviour Change Consultant, Egypt. Edited and revised by Iman Ahmed, Translator/Editor, Egypt. Consulted for Final Revision: – Dr. Azza Gohar, Former Director of the National Nutrition Institute Egypt, Former Health care Management Consultant and Policy Advisor to the Ministry of Health, Egypt. Social Marketing Consultant for UN Agencies. – Fatema Al Zahraa Habib, Arabic Grammar Language Instructor, Egypt. – Saud Alrakhayes, Founder of The Behaviour Change, Senior Behavioural Strategist, Kuwait. Contact details: If you would like to feed in your views regarding the Arabic translation of the Global Consensus Definition of Social Marketing kindly contact Menna Kamel at mennaredakamel@gmail.com and Saud Alrakhayes at saud.alrakhayes@gmail.com.

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全球社交市場營銷共識定義:

“社交市場營銷旨在發展及整合市場營銷概念與其他方法,以影響有利於個人及社區的行為,從而服務於更大的社會利益。社交市場營銷實踐受到倫理原則的指導。它尋求整合研究、最佳實踐、理論、受眾及合作夥伴洞察,以指導交付競爭敏感且細分的社會變革計劃,這些計劃旨在有效、高效、公平且可持續。”

Acknowledgements: Translated by Dr Bo Pang, Deputy Director, Social Marketing @ Griffith, Griffith Business School. Contact details: If you would like to share your views on this translation of the Global Consensus Definition of Social Marketing, kindly contact Dr Bo Pang here.

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Le consensus global sur la notion de marketing social.

Le marketing social vise à développer et à intégrer des concepts de marketing à différentes approches afin d’influencer le comportement des individus et des communautés dans un souci d’intérêt social.

La pratique du marketing social est dirigée par des principes éthiques.

Elle vise à intégrer la recherche, les bonnes pratiques, la théorie, la réflexion du public et des partenariats, afin de mettre en œuvre des programmes de changement social segmentés et adaptés à la concurrence, qui soient efficaces, efficients, équitables et durables.

Acknowledgements: Patricia Gurviez, President, Institut du Marketing Social & Jean-Michel Ntalemwa, Communication Officer, Urban Bushmeat Program, Wildlife Conservation Society. Contact Details: If you would like to share your views on this translation of the Global Consensus Definition of Social Marketing, kindly contact Patricia Gurviez.

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Greek version:

Το κοινωνικό μάρκετινγκ επιδιώκει να αναπτύξει και να ενσωματώσει τις έννοιες του μάρκετινγκ με άλλες προσεγγίσεις για να επηρεάσει τη συμπεριφορά που ωφελεί τα άτομα και τις κοινότητες για το ευρύτερο κοινωνικό καλό. Η πρακτική του Κοινωνικού Μάρκετινγκ διέπεται από ηθικές αρχές. Επιδιώκει να ενσωματώσει την έρευνα, τις βέλτιστες πρακτικές, τη θεωρία, την οπτική του κοινού και των εταίρων, να ενημερώσει για την παροχή προγραμμάτων κοινωνικής αλλαγής σύμφωνα με τον ανταγωνισμό και την τμηματοποίηση, τα οποία είναι αποτελεσματικά, αποδοτικά, δίκαια και βιώσιμα.

Acknowledgements: Translated by Angela Makris, PhD candidate, College of Public Health University of South Florida and Eleni Mavragianni, PhD Assistant Professor in Marketing Management, Department of Accounting & Finance, University of Macedonia, Greece. Contact details: If you would like to share your views on this translation of the Global Consensus Definition of Social Marketing, kindly contact Angela Makris here.

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Indonesian (Bahasa Indonesia) version:

Pemasaran Sosial berupaya mengembangkan dan mengintegrasikan konsep pemasaran dengan pendekatan lain untuk mempengaruhi perilaku yang bermanfaat bagi individu dan komunitas demi kebaikan sosial yang lebih besar. Praktek Pemasaran Sosial dipandu oleh prinsip-prinsip etika. Hal ini bertujuan untuk mengintegrasikan penelitian, praktik terbaik, teori, audiens dan wawasan kemitraan, untuk memberikan masukan bagi penyampaian program perubahan sosial yang sensitif terhadap persaingan dan tersegmentasi yang efektif, efisien, adil, dan berkelanjutan.

Acknowledgements: Nadia Zainuddin, Senior Lecturer Faculty of Business and Law, School of Business, Wollongong, Australia.

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Il marketing sociale sviluppa e integra i concetti di marketing con altri approcci per influenzare i comportamenti degli individui e delle comunità al fine di ottenere un beneficio sociale. La pratica del marketing sociale è guidata da principi etici. Cerca di integrare la ricerca, l’ascolto e gli interessi dei partner per realizzare programmi di cambiamento sociale sensibili alla concorrenza, segmentati, efficaci, efficienti, equi e sostenibili.

Acknowledgments: Translated and led by Giuseppe Fattori, President of the Italian Social Marketing Association, member of the Board of the European Social Marketing Association (ESMA) and adjunct professor of Social Marketing at the Department of Political and Social Sciences, University of Bologna. Edited and revised by Valeria Rappini, Associate Professor of Practice in Government, Health and Not for Profit, SDA Bocconi School of Management, Milan and Sabina Cedri, Researcher, Environment and Health Department at the Istituto Superiore di Sanità, Rome. Contact Details: If you would like to share your views on the Italian translation of the Global Consensus Definition of Social Marketing, kindly contact Giuseppe Fattori at giuseppe.fattori@unibo.it.

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ソーシャル マーケティングは、マーケティングの概念を開発し、他のアプローチと統合して、より大きな社会利益のために個人やコミュニティに利益をもたらす行動に影響を与えることを目指しています。 ソーシャル マーケティングの実践は倫理原則に基づいて行われます。 研究、ベストプラクティス、理論、対象者およびパートナーシップの洞察を統合し、効果的、効率的、公平かつ持続可能な、競争に繊細で細分化された社会変革プログラムの実施に情報を提供することを目指しています。

Acknowledgments: Azri Sakaguchi, Clark Memorial International High School, Osaka Japan.

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Malay (Bahasa Melayu) version:

Pemasaran Sosial berusaha untuk membangunkan dan menyepadukan konsep pemasaran dengan pendekatan lain untuk mempengaruhi tingkah laku yang memberi manfaat kepada individu dan komuniti untuk kebaikan sosial yang lebih besar. Amalan Pemasaran Sosial dipandu oleh prinsip etika. Ia bertujuan untuk menyepadukan penyelidikan, amalan terbaik, teori, khalayak dan pandangan perkongsian, untuk memaklumkan penyampaian program perubahan sosial yang sensitif dan terbahagi kepada persaingan yang berkesan, cekap, saksama dan mampan.

Acknowledgements: Nadia Zainuddin, Senior Lecturer Faculty of Business and Law, School of Business, Wollongong, Australia.

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全球社会营销共识定义:

“社会营销旨在发展并整合营销概念与其他方法,以影响有利于个人和社区的行为,进而服务于更大的社会利益。社会营销实践受到伦理原则的指导。它寻求整合研究、最佳实践、理论、受众及合作伙伴洞察,以指导交付竞争敏感且细分的社会变革计划,这些计划旨在有效、高效、公平且可持续。”

Acknowledgements: Translated by Dr Bo Pang, Deputy Director, Social Marketing @ Griffith, Griffith Business School. Contact details: If you would like to share your views on this translation of the Global Consensus Definition of Social Marketing, kindly contact Dr Bo Pang here.

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El marketing social tiene por objetivo el desarrollo y la integración de los conceptos del marketing con otros enfoques, con el fin de influir en comportamientos que beneficien a los individuos y las comunidades para alcanzar un mayor bien social. La aplicación del marketing social se basa en principios éticos y busca integrar la investigación, las buenas prácticas, la teoría, y la percepción y las características de la audiencia y las posibles alianzas para guiar la implementación de programas de cambio social segmentados y con sensibilidad competitiva que resulten efectivos, eficientes, equitativos y sostenibles.

Acknowledgments: Translated and led by Dr. Carla Rodriguez-Sanchez, Associate Professor at the University of Alicante, Department of Marketing, Spain, and Member of the Director Board of the European Social Marketing Association (ESMA) and the International Social Marketing Association (iSMA). Edited and revised by Dr. Franco Sancho-Esper, Associate Professor at the University of Alicante, Department of Marketing, Spain. Consulted for Final Revision: Dr. Carla Botella, Translator/Lecturer at the University of Alicante, Spain; Dr. Oliver Carreira, Translator/Lecturer at the University Pablo de Olavide, Spain. Contact Details: If you would like to share your views on the Spanish (Spain) translation of the Global Consensus Definition of Social Marketing, kindly contact Carla Rodriguez-Sanchez at carla.rodriguez@ua.es.

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Soko la Kijamii linatafuta kukuza na kuunganisha dhana za uuzaji na mbinu zingine ili kushawishi tabia ambayo inanufaisha watu binafsi na jamii kwa manufaa zaidi ya kijamii. Mazoezi ya Masoko ya Kijamii yanaongozwa na kanuni za maadili. Inatafuta kujumuisha utafiti, utendakazi bora, nadharia, hadhira na ufahamu wa ushirikiano, kufahamisha uwasilishaji wa programu nyeti za mabadiliko ya kijamii na zilizogawanywa ambazo ni bora, sawa na endelevu.

Acknowledgments: Victoria Mwangi, Vdat Solutions Services.

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Ang Social Marketing ay naglalayong mapaunlad ang mga konsepto ng marketing at ipagsama ang mga ito sa iba’t ibang disiplina upang maimpluwensiyahan ang gawi at pag-uugali ng mga tao at ng kanilang mga komunidad para sa ikabubuti ng lipunan. Ang praktis ng Social Marketing ay ginagabayan ng mga prinsipyong etikal. Ito ay naglalayong pagsamasamahin ang pananaliksik; pinakamahusay na kasanayan; teorya; pananaw ng tagapanood, tagapakinig, at mga katuwang upang makapag-bigay ng batayan para sa mga hulmadong programang pagbabago sa lipunan na batid ang kompetisyon. Ang mga programang ito ay inaasahang magiging mabisa, mahusay, makatarungan, at likas-kaya.

Acknowledgments: Alfredo Paloyo, Associate Professor, University of Wollongong.

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Marketing vì lợi ích xã hội tìm cách phát triển và tích hợp các khái niệm về marketing với các phương pháp tiếp cận khác để tạo ảnh hưởng tích cực lên hành vi mang lại lợi ích cho cá nhân và cộng đồng vi lợi ích chung của xã hội. Sự thực hành của Marketing vì lợi ích xã hội được dẫn dắt bởi các chuẩn mực đạo đức. Marketing vì lợi ích xã hội tìm cách tích hợp nghiên cứu, thực tiễn, lý thuyết, và hiểu biết về dân chúng cũng như các mối quan hệ đối tác, nhằm định hướng việc triển khai các chiến dịch thay đổi xã hội theo từng phân khúc, giải quyết những vấn đề phức tạp, nhạy cảm một cách hiệu quả, năng suất, công minh và bền vững.

Acknowledgments: Ngoc Nguyen (Kelis) and Ngan Pham (Hanh), Doctoral Candidates, University of Wollongong.

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