Social marketing

Through a collaborative and iterative process in October 2013 the Boards of Australian Association of Social Marketing (AASM), European Social Marketing Association (ESMA), and International Social Marketing Association (iSMA) endorsed a consensus definition of social marketing. The agreed definition says that:

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours 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

You can read more about this process here: Definition_oct2013



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