Models, Theory and Applications
Many individuals are involved with behaviour change activities. However, changes sought by the application of social marketing are quite specific. The primary aim is to achieve a particular ‘social good’ (rather than commercial benefit), with clearly defined behavioural goals. While social marketing is not a new concept, it has been (and continues to be in some cases) misunderstood in many circles. The term is used interchangeably in the literature depending on the paradigm of the authors. Two of the most common of these interchangeably used terms, are social marketing and health behaviour change. To clear up the potential confusion, in recent times the peak organizations concerned with social marketing (Australian Association of Social Marketing [AASM], 2013) have reached an international consensus with regard to a definition: Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable. (AASM, 2013) This definition of social marketing has been developed and endorsed by the AASM along with the European Social Marketing Association (ESMA) and the International Social Marketing Association (iSMA) to articulate the role and purpose of social marketing.