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The Big Picture in Social Marketing

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Social Marketing in Action

Part of the book series: Springer Texts in Business and Economics ((STBE))

Abstract

 This chapter defines social marketing and places social marketing within the broader environmental context. Social marketing is positioned in comparison with education and law. The difference between upstream and downstream, as well as macro and micro, and social marketing are discussed, highlighting the need for all of these approaches. The importance of conducting a thorough situation analysis is stressed, including identification of strengths, weaknesses, opportunities, and threats (SWOT analysis). Finally, this chapter addresses the need to identify competing behaviors that may hinder your social marketing efforts.

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Author information

Authors and Affiliations

  1. Dhillon School of Business, University of Lethbridge, Lethbridge, Canada

    Debra Z. Basil

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  1. Debra Z. Basil
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Correspondence to Debra Z. Basil .

Editor information

Editors and Affiliations

  1. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Debra Z. Basil

  2. Faculty of Economy, Business and Tourism, University of Las Palmas de Gran Canaria, Las Palmas de Gran Canaria, Spain

    Gonzalo Diaz-Meneses

  3. Dhillon School of Business, University of Lethbridge, Lethbridge, AB, Canada

    Michael D. Basil

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Basil, D.Z. (2019). The Big Picture in Social Marketing. In: Basil, D., Diaz-Meneses, G., Basil, M. (eds) Social Marketing in Action. Springer Texts in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-13020-6_1

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