Social marketing: A critical evaluation

The applications of marketing principles and techniques to influence behaviors that benefit individuals as well as society, is called as social marketing. It was first brought into notice by Philip Kotler in early 1970s. This is the application of 4P's of commercial marketing with a social viewpoint. But in India it is not so effectively used as it was needed. Many of the corporate houses use social marketing campaign with social messages for their brand building purposes. But they neglected on the fact that how the social messages would be implemented fruitfully in the normal course of life.