The relationship between social marketing and more conventional commercial marketing may be some- what like the relationship between football and rugby. The two marketing games have much in common and require similar training, but each has its own set of rules, constraints, and required skills. The good player of one game may not necessarily be a good player of the other.
In this article we have attempted to document
why social marketing is the more difficult game to master. While success in the battles over market
share in industries like detergents or automobiles may call for equal or even greater stamina and perseverance, success in the social marketing arena requires greater ingenuity and imagination. In spite of this, social marketing efforts can succeed, par- ticularly if the problems cited in this article are anticipated and dealt with in a creative and logical manner. Social marketing clearly provides a difficult but potentially rewardin


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