The conference brought together international businessman who were experimenting in creating more humane organisations. The presentation introduced the importance of social marketing to help achieve this purpose. It also promoted my book

Fourali, Chahid

English

London Met Repository

Social marketing: A proven tool for improving the human conditionDr Chahid Fourali Warsaw 24 October 2016Can Marketing Be a Source for Good?• Three types of answers:1. “Certainly not. This is the cause of many of our social problems” 2. “Yes if organisations are responsible companies” 3. “Yes if the powerful techniques of marketing are used for the good of mankind” (SM)What I would like to cover is …• What is this new science?• Why should it be looked at seriously? • How does it work? • Is it eﬀec:ve? • The future?What is this new science?- Let’s contrast marketers with SMr’s…• Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably (CIM)• SMr’s “Apply marketing alongside other concepts and techniques in order to influence individuals, organizations, policy makers, and decision makers to adopt and sustain behaviour which improves people’s lives” (MSSSB)Why SM should  be looked at seriously? • Developed from the hugely successful Marketing approach (stages)• Challenge to materialistic perspective• Effective for dealing with human problems (reach)Areas addressed by SMHow does it work• Like marketing it focuses on persuading target groups to adopt new behaviours• Top-down & Bottom up approaches• Use of SM steps (next slide)Summary of stepsSM planning steps (Fourali, 2010)1. Problem identification (Government or NGO)2. Planning (understanding causes and stakeholders)3. Purpose/mission (awareness/attitudes? change lifestyles?)4. Situation analysis/market research (challenges/opportunities) 5. Objectives (promising/SMART)6. Target groups/obstacles (most vulnerable?)7. The customer proposition (benefit of changes or no changes) 8. Selecting a marketing mix (new or traditional)9. Implementation of the campaign (Recruit, Test & managing)10. Resources (academics, Gov., NGOs, businesses etc)11. Monitoring/evaluation (process and outcomes)The future-Ongoing development• New areas (e.g. conflict/wars)• New techniques (enlightened eclecticism).• My book – more detailsThank you for listening

Social marketing: a proven tool for improving the human condition (conference item : slideshow)

http://repository.londonmet.ac.uk/4890/1/Values%20Conference%20Warsaw%20October2016.pdf

Social marketing: a proven tool for improving the human condition (conference item : slideshow)

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