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Social Marketing According to Philip Kotler: Principles, Strategies, and Societal Impact
"Philip Kotler’s foundational framework of social marketing applies commercial marketing theories to influence public behavior for societal well-being, moving beyond selling products to selling beneficial ideas and behavioral changes. Social marketing is a systematic discipline that adapts commercial marketing concepts—most notably the traditional marketing mix—to influence human behavior for the greater good of society. Rather than focusing on generating financial profit or promoting commercial goods and services, social marketing seeks to persuade target audiences to voluntarily modify their behaviors, such as reducing tobacco use, conservin..."
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