What Is The Need Of Societal Marketing?
Societal marketing was introduced when Philip Kotler and Gerald Zaltman felt that the basic marketing principles can be used to sell the ideas, attitudes and behaviors of the consumers. The need of the societal marketing was realized to influence the social behaviors, not for the benefit of the marketers but for the benefits of the consumers. The methods and techniques of societal marketing are widely used in international health programs. The concept of the societal marketing also aims to focus on the social responsibility to enhance the long term relations with the customers. Therefore, in order to provide the maximum benefit to the consumers and the environment, societal marketing is considered very important.
