The Social Marketing Concept

In today's rapidly changing environment, there are numerous philosophies in marketing management that are profoundly analyzed and practiced. They are: the production concept, the product concept, the selling concept, the marketing concept and the social marketing concept (Kotler, Brown, Adam & Armstrong, 2001, p15). These concepts are used to perform tasks to achieve the desired exchanges with target markets. The societal marketing concept evolved in the period of mid to late 1960s due to shortages of raw materials and energy, which moved societal marketing into the business world (Huges, 1978, p17). The societal marketing concept holds that the organisation should determine the needs, wants and interests of target markets. It should then deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the consumer's and society's well-being (Kotler, et al., 2001, p21). In this essay, the concept of societal marketing will be analysed and examples of organisations which practices the concept will be provided.…