Social Marketing: Its Definition and Domain

I t is clear that the temi social marketing is now a wellestablished part of the marketing vocabulary in universities, govemmetit agencies, private nonprofit organizations, and private for-profit firms. There are now social marketing textbooks (Kotler and Roberto 1989; Manoff 1975), readings books (Fine 1990), chapters within mainstream texts (Kotler and Andreasen 1991) and a Harvard teaching note (Rangun and Karim 1991). There have been reviews ofthe accomplishments of social marketing (Fox and Kotler 1980; Malafarina and Loken 1993) and calls to researchers to become more deeply involved in studies of social marketing to advance the science of marketing (Andreasen 1993). Major international and domestic behavior change programs now routinely have social marketing components (Debus 1987; Ramah 1992; Smith 1989). People with titles like Manager of Social Marketing now can be found in private consulting organizations.