1

Orientationon

Social Marketing

The Philippine Environmental Governance 2 Project

2

What is Social Marketing?

Use of marketingprinciples

and techniquesto advance

a social cause,idea or behavior

Kotler and Zaltman

3

SOCIALMARKETING

Use of marketingprinciples and

techniques to influencea target audience to

voluntarily accept,reject, modify or

abandon a behavior forthe benefit of individuals,

groups or society as awhole.

4

MARKETING PRINCIPLES

Target Audience Clear Objectives & Goals 4 Ps:

Product Price Place Promotion