Social marketing: the family planning experience.

A. I. El-ansary; J. Kramer Oe

doi:10.2307/1249940

Social marketing: the family planning experience.

A. I. El-ansary, J. Kramer Oe

Louisiana State University

Producción científica: Article › revisión exhaustiva

Resumen

Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretical underpinnings of broadening the concept of marketing. There seems to be a greater need now to examine available evidence of “broadening type” applications, especially in the most controversial area of “social marketing.” This is a report on a social marketing application. It explores the application of marketing technology in family planning.

Idioma original	English
Páginas (desde-hasta)	1-7
Número de páginas	7
Publicación	Journal of Marketing
Volumen	37
N.º	3
DOI	https://doi.org/10.2307/1249940
Estado	Published - jul 1973
Publicado de forma externa	Sí

ASJC Scopus Subject Areas

Business and International Management
Marketing

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10.2307/1249940

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abstract = "Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretical underpinnings of broadening the concept of marketing. There seems to be a greater need now to examine available evidence of “broadening type” applications, especially in the most controversial area of “social marketing.” This is a report on a social marketing application. It explores the application of marketing technology in family planning.",

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note = "El-Ansary, A. I., & Kramer, O. E. (1973). Social Marketing: The Family Planning Experience. Journal of Marketing, 37(3), 1-7. https://doi.org/10.1177/002224297303700301",

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KW - social causes

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