The right choice
Mark Stuart explains the benefits and impacts of social marketing and its role in achieving changes in behaviour
Broadly defined, social marketing is the application of commercial marketing practices and other techniques, for social good. Reducing crime and drugs usage, environmental projects and promoting the benefits of exercise and responsible drinking are all examples of social marketing that have been undertaken with notable success in recent years.
Author: Mark Stuart
Mark Stuart is head of research at The Chartered Institute of Marketing. He is the key author of the institute’s biannual Shape the Agenda papers, regularly chairs panels and debates and speaks on the themes of innovation, sustainability, brands and communications. He is a featured contributor to The FT Handbook of Management and writes for Chief Executive Officer, Excellence in Leadership, Finance Director Europe and The Marketer.
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