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

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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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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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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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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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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