Marketing_or_Social_Marketing.pdf - 1802 Chapter 88...

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1802 Copyright © 2015, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 88 Marketing or Social Marketing: Is There an Identity Crisis? ABSTRACT The challenge is to understand what marketing is: is it a business activity or is it ultimately all about managing the social order and influencing the behavioural changes in the societies. The chapter gives a conceptual understanding of social marketing from multiple perspectives, analyzes key issues and challenges in social marketing which makes it different from traditional marketing, and identifies certain areas in social marketing where further research is required. Because of its uniqueness, the extended marketing mix becomes very important in social marketing and social objectives can be achieved through creating experiences to offer solutions, which, in turn, influence behaviour. INTRODUCTION Consumer experience is a business imperative to grow and sustain competitive differentiation in to- day’s market. If marketers deliver the experiences consumers expect, consumers will respond with loyalty, advocacy, and repeat purchases ensuing in long-lasting and profitable relationships. Con- sumer experience is the consumer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, channels, systems, or products. Con- sumers strive to have a consistent, connected, personalized, and efficient experience across all phases of the customer lifecycle and across all their channel interactions. Marketing is the performance of business ac- tivities that direct the flow of goods and services from producers to consumers (1935). Later, the slightly revised definition read as follows: “the performance of business activities that direct the flow of goods and services from producers to consumers” (AMA Committee on Definitions 1960, p. 15). Further, marketing was defined as the process of planning and executing the con- ception, pricing, promotion, and distribution of

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