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Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.〔International Social Marketing Association, European Social Marketing Association & Australian Association of Social Marketing (2013). ''Consensus Definition of Social Marketing'' (4 October 2013).〕 Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an oversimplification. The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good. Increasingly, social marketing is being described as having "two parents"—a "social parent", including social science and social policy approaches, and a "marketing parent", including commercial and public sector marketing approaches. ==Applications == The first documented evidence of the deliberate use of marketing to address a social issue comes from a 1963 reproductive health program led by K._T._Chandy at the Indian Institute of Management in Calcutta, India. Chandy and colleagues proposed, and subsequently implemented, a national family planning program with high quality, government brand condoms distributed and sold throughout the country at low cost. The program included an integrated consumer marketing campaign run with active point of sale promotion, retailers trained to sell the product aggressively, and a new organization created with the responsibility of implementing the program.〔Chandy, K.T., Balakrishman, T.R., Kantawalla, J.M., Mohan, K., Sen, N.P., Gupta, S.S. & Srivastva, S. (1965). Proposals for family planning promotion: A marketing plan. Studies in Family Planning;1(6):7-12.〕 In developing countries, the use of social marketing expanded to HIV prevention, control of childhood diarrhea (through the use of oral re-hydration therapies), malaria control and treatment, point-of-use water sanitation methods and the provision of basic health services.〔Lefebvre, R. C. (2011). An integrative model for social marketing. Journal of Social Marketing;1:54–72.〕 Health promotion campaigns began applying social marketing in practice in the 1980s. In the United States, The National High Blood Pressure Education Program 〔Roccella, E.J. & Ward, G.W. (1984). The National High Blood Pressure Education Program: A description of its utility as a generic program model. Health Education Quarterly, 11(3): 225-242〕 and the community heart disease prevention studies in Pawtucket, Rhode Island and at Stanford University 〔''Lefebvre, R.C. & Flora, J.A. (1988). Social Marketing and Public Health Intervention (Portable Document Format). Health Education Quarterly; 15 (3): 300, 301.〕 demonstrated the effectiveness of the approach to address population-based risk factor behavior change. Notable early developments also took place in Australia. These included the Victoria Cancer Council developing its anti-tobacco campaign "Quit" (1988) and "SunSmart" (1988), its campaign against skin cancer which had the slogan "Slip! Slop! Slap!"〔(【引用サイトリンク】title=VicHealth History: Major Events and Milestones )〕 Since the 1980s, the field has rapidly expanded around the world to include active living communities, disaster preparedness and response, ecosystem and species conservation, environmental issues, development of volunteer or indigenous workforce's, financial literacy, global threats of antibiotic resistance, government corruption, improving the quality of health care, injury prevention, landowner education, marine conservation and ocean sustainability, patient-centered health care, reducing health disparities, sanitation demand, sustainable consumption, transportation demand management, water treatment systems and youth gambling problems, among other social needs (See 〔Lefebvre, R.C. (2013) Social marketing and social change: Strategies and tools for improving health, well-being and the environment. San Francisco: Jossey-Bass.〕〔Lefebvre, R.C. (Ed). Social marketing: Six volume set. London: SAGE Publications, 2013.〕). On a wider front, by 2007, government in the United Kingdom announced the development of its first social marketing strategy for all aspects of health.〔UK Department of Health, ''(Choosing Health: Making Healthy Choices Easier )'', Cmd.6374 2004.〕 In 2010, the US national health objectives 〔US Department of Health and Human Services, ''(Health Communication and Health Information Technology )''〕 included increasing the number of state health departments that report using social marketing in health promotion and disease prevention programs and increasing the number of schools of public health that offer courses and workforce development activities in social marketing. Two other public health applications include the CDC's CDCynergy training and software application and SMART (Social Marketing and Assessment Response Tool) in the U.S. Social marketing theory and practice has been progressed in several countries such as the US, Canada, Australia, New Zealand and the UK, and in the latter a number of key government policy papers have adopted a strategic social marketing approach. Publications such as "Choosing Health" in 2004,〔 "(It's our health! )" in 2006 and "(Health Challenge England )" in 2006, represent steps to achieve a strategic and operational use of social marketing. In India, AIDS controlling programs are largely using social marketing and social workers are largely working for it. Most of the social workers are professionally trained for this task. A variation of social marketing has emerged as a systematic way to foster more sustainable behavior. Referred to as community-based social marketing (CBSM) by Canadian environmental psychologist Doug McKenzie-Mohr, CBSM strives to change the behavior of communities to reduce their impact on the environment.〔McKenzie-Mohr, D. (2000). Fostering sustainable behavior through community-based social marketing. American Psychologist, 55(5), 531-537.〕 Realizing that simply providing information is usually not sufficient to initiate behavior change, CBSM uses tools and findings from social psychology to discover the perceived barriers to behavior change and ways of overcoming these barriers. Among the tools and techniques used by CBSM are focus groups and surveys (to discover barriers) and commitments, prompts, social norms, social diffusion, feedback and incentives (to change behavior). The tools of CBSM have been used to foster sustainable behavior in many areas, including energy conservation,〔Schultz P. W., Nolan J. M., Cialdini R. B., Goldstein N. J., Griskevicius Vladas (2007). The Constructive, Destructive, and Reconstructive Power of Social Norms. ''Psychological Science'', 18(5), 429-434.〕 environmental regulation 〔Kennedy, A. (2010). Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation. ''Sustainability'', 2(4), 1138-1160〕 and recycling.〔Haldeman, T. & Turner, J. (2009). Implementing a community-based social marketing program to increase recycling. ''Social Marketing Quarterly'', 15(3), 114-127.〕 Other social marketing can be aimed at products deemed, at least by proponents, as socially unacceptable. One of the most notable is People for the Ethical Treatment of Animals (PETA) which for many years has waged social marketing campaigns against the use of natural fur products. The campaigns' efficacy has been subject to dispute. Not all social marketing campaigns are effective everywhere. For example, anti-smoking campaigns such as World No Tobacco Day while being successful (in concert with government tobacco controls) in curbing the demand for tobacco products in North America and in parts of Europe, have been less effective in other parts of the world such as China, India and Russia.〔Andrei Fedyashin, (& Analysis: World No Tobacco Day, Futile Attempt to Curb Smoking. http://en.rian.ru/analysis/20090529/155119204.html ), RiaNovosti (Russia), May 29, 2009〕 (See also: Prevalence of tobacco consumption) 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「social marketing」の詳細全文を読む スポンサード リンク
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