Social Marketing Concept & Application of Social Marketing on Organizations

Abstract

While at the beginning a product and sales oriented concept was dominant in the business world since the industrial revolution, customer oriented concept has today become inevitable. Based on this concept, which is expressed as social responsibility concept, the business can fulfil its own purposes only as long as it meets the individual and community requirements. Social marketing concept has become one of the means which are commonly used for this purpose. This study handles social marketing concept, which is one of the new marketing approaches which develop along with the changing marketing concept. A literature examination has been made for reviewing articles and showing the fields of social marketing applications. The study includes the kinds of applications of social marketing in the world and in Turkey and is implemented as a theory and application oriented literature examination. Besides defining social marketing conceptually, the study sets forth the importance of social marketing for the businesses to gain competitive advantage and maintain their operations and it gives opinions about new social marketing applications.

Keywords: Social marketing, Social marketing applications.