Social Marketing: Theoretical and Practical Perspectives
Social Marketing: Theoretical and Practical Perspectives. Social Marketing is a book review of Robert Kaplan’s best-selling book of the same name. In Social Marketing: Theoretical and Practical Perspectives, Kaplan tackles some of our time’s most pressing consumer behavior issues. At times, Social veers far into territory that is too advanced for the novice marketer but is an essential component of any serious marketing effort. The practical approach developed by Kaplan and Fishbein provides solid and effective strategies for promoting products and services and methods for tracking consumer reaction to these efforts.
The Social Marketing: Theoretical and Practical Perspectives book examines five separate social areas: motivation, influence, entertainment, information, and affiliation. Social Marketing is a book review of Social Marketing by Robert J. Kaplan and Albert S. Miller, Editors. Social Marketing is a practical guide for marketing research and analysis, covering brand creation to mass consumer contact. The book is organized to present five distinct perspectives on marketing research and analysis. These perspectives offer an interesting historical perspective and a wide range of practical applications.
Book Review: Social Marketing by Amy Dorn Kopelan
This is a perfect introduction to the subject of studies. The key points are that “social” has a different meaning to different people and that marketing is an art form requiring multiple streams of communication. The Social Marketing: Theoretical and Practical Perspectives book is a good text for considering entering studies and for people who are already in it.
First, this new approach to marketing makes great use of the scientific methodology. Social Marketing was largely researched by four scholars who had strong backgrounds in business, marketing, and government. These individuals brought together over forty years of experience working with diverse clients. They recognized that marketing for social good is about much more than simply creating and promoting a product or service. Social Marketing addresses such important issues as social policies, cultural norms, and governmental policies.
Second, Social Marketing addresses many of the problems that traditional methods leave behind. For instance, traditional methods limit product or service differentiation. This limits marketers’ ability to develop target markets. Social does not do this. Marketers can and should use multiple techniques to distinguish their products or services from those offered by competitors. There are many techniques available such as positioning, differentiation, and organization of information.
Third, Marketing is not primarily about selling. Although marketers will undoubtedly sell their products and services, this book’s emphasis is on what marketing can do for you – helping you discover your unique selling proposition (USP). Marketing does not sell you a product or service. Rather, it helps you identify which selling technique will best help you reach your USP. It helps you explore all the possible ways your unique selling proposition can be communicated to your audience. The book provides a framework for social analysis and a description of four primary marketing approaches.
Finally, Social Marketing is not just another “New Age” book. The authors have interviewed over one hundred representatives from industry leaders, government, non-profit organizations, and nonprofits. The resulting reports in this book are insightful, relevant, and realistic. Each chapter contains Recommended Applications, which provides the reader with additional ideas, strategies, and case studies to implement.
Social Marketing is a valuable addition to any knowledge bank. However, this book is not for novice marketers. The book contains over 500 pages of text, including nine case studies and glossaries. The reader will need extensive research in a variety of areas to fully understand the content. If you plan to use this information for business or personal purposes, an advanced degree in marketing is recommended.