Yet another definition of Social Marketing

A consensus definition on Social Marketing is now available as of October 2013:

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.â€

See more at: A Consensus Definition of Social Marketing

My first time at WSMC

I thoroughly enjoyed my first time attending the third staging of the World Social Marketing Conference in Toronto, April 21 to 23, 2013. There was discussion about the definition and practice of social marketing. And Nancy Lee said it best when she noted that SOCIAL and MARKETING go together like horse and carriage.

It was great meeting people doing social marketing from around the world and from different academic disciplines: public health, business, marketing, environment, medicine, behavioral economics. Social marketing is truly interdisciplinary.
The future of Social Marketing is looking great. I can’t wait to go back to the classroom and share more. Looking forward to the 4th WSMC in Australia in 2015.

Here is a view of my poster presentation for my poster presentation at World Social Marketing Conference, Toronto 2013 “Teaching Caribbean Students to Make the World a Better Place: Review of CARIMAC’s Social Marketing Courses”.


“SOCIAL and MARKETING go together like horse and carriage” – Nancy Lee

The Marketing Mix Evolution: From 4P’s to 4C’s to 4V’s and Now… O’s and A’s?

Back in 2008, I commented here on the way we conceptualize the 4Ps of marketing mix. I predicted then that we will see more letters of the alphabet being used to re-define the 4Ps.

Since then, we saw the Cs and Vs. Now in 2013, I have come across As and Os: acceptability, affordability, accessibility, awareness and objects, objectives, organizations, operations. When will it ever end?


For more discussion, see: http://haunty.hubpages.com/hub/What-is-the-Marketing-Mix-The-Eight-Ps-Four-Cs-As-and-Os#

We have even added additional Ps. From as far back as 1999, in her book “Hands-on Social Marketing” Nedra Klein Weinreich posited publics, partnership, policy, purse-strings. Others have proposed people, process, presence, physical evidence (never mind the intrusion of the E).

Our field is indeed creative and I love this level of activity in theorizing useful frameworks to help understand what we do better. However, no amount of re-branding and repositioning of the traditional 4Ps will make the social marketer’s job any easier. As I said back in 2008,

ultimately we are trying to achieve behavior change and whichever mix of Ps, Cs, Vs help you to get there, it shouldn’t really matter as long as you can maintain your market share and beat the competition…After all that’s what marketing is all about.

Of course our job in social marketing is highly challenging because the behaviors we target are hard to maintain and have some tough competing behaviors that social marketing alone cannot address. The strategic application of the 4 marketing mix letters (whichever you choose to use to design your strategy) is a good place to start your planning.

But we can’t stop there alone, increasingly we are now expected to think of upstream and midstream influential others that can help us in achieving social and behaviour change.