Social Marketing: Theoretical and Practical Perspectives

By Marvin E. Goldberg; Martin Fishbein et al. | Go to book overview
Save to active project

Chapter 2
Social Marketing:
Beyond the Nostalgia

William A. Smith Academy for Educational Development, Washington, DC

The future of social marketing is more interesting than ever. For the past two decades, the focus has been on the "marketing" part of social marketing. Theorists have tried to explain, to sell, to carry out, to evaluate, and to accommodate the basic premises of a marketing mentality to a robust social sector, largely dominated by public investment in disease prevention, the protection of the environment, and the control of human fertility. The problem has been to explain the theory of exchange, the concepts of segmentation, target marketing, consumer research, and positioning to a deeply committed, but often very skeptical, audience of people trying to do good in the world.

Today, it is the "social" in social marketing that is under attack. The question is no longer, why use social marketing to help people, but rather why help people? And, if you have to help them, why use government? The reinvention of the social contract between government and the people forces social marketers to fundamentally reassess their role and their future in the world. America's eroding leadership role in the world; a widespread sense that for the first time in history children may not be better off than their parents; the endless stream of intimately reported murders, rapes, and psychosis reported on the nightly news; and a growing impatience with the regulation of American life by "health Nazis" and "tree huggers" has created an anti-safety net mentality. The relentless "sell" of nutrition, exercise, safe sex, and the regulation of discrimination and the protection of the environment have led to a backlash, even among many who want


Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Cite this page

Cited page

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Social Marketing: Theoretical and Practical Perspectives
Table of contents

Table of contents



Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 457

matching results for page

Cited passage

Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?