Abstract

FRENCH, Jeff. Marketing social good. RGPLP [online]. 2017, vol.16, n.3, pp.4-13. ISSN 1645-4464.

This paper sets out some of the key insights and principles about why effective social behavioural design needs to incorporate marketing principles. The paper explores how social marketers, politicians and other stakeholders can build strategies that are enhanced by marketing principles and methodology into all social policy. The key thesis of the paper is that social marketing can help inform social policy strategy, selection and implementation through a process of citizen centric policy development and delivery. Without this understanding social interventions risk continued sub optimal delivery and a growing tendency of rejection by citizens.

Keywords : Social Marketing; Citizen Centric; Behaviour; Social Policy; Strategy.

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