When I was first asked to speak about this topic my initial reaction was… are they kidding? Is this for real? I always believed that social marketing was about the marketing of social issues and that they are equally important but playdifferent roles.
I remember when we first hooked up with Philip Kotler in the eighties when we were trying to bring social marketing to Health Canada. Kotler explained: “we marketers need to think about applying marketing concepts to social problems”