Abstract
Currently the importance of social marketing is unquestionable. Social marketing, also called marketing of social causes, has become a key tool for all types of organizations (public and nonprofit organizations and even companies). Since 1971, when the first definition was published, social marketing has grown in popularity and has been used in different areas.
In this theoretical chapter, some definitions and core concepts are considered, and social marketing approaches are analyzed. The main steps of a social marketing program are also explained. Finally, ethics and cultural differences are referred as key aspects in social marketing.
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Alves, H.M., Galan-Ladero, M.M. (2019). Theoretical Background: Introduction to Social Marketing. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_1
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DOI: https://doi.org/10.1007/978-3-030-04843-3_1
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