The Effectiveness of Social Marketing Mix Strategy: Towards an Anthropological Approach

Abstract

Social marketing is a cross-field new area of social science that studies how to improve the overall life quality of human beings through adopting marketing strategies and skills without aiming at making profits. Although the basic concepts are identical, the principles of social marketing differ from commercial marketing in various perspectives. It is very important that social marketers become aware of these differences and implementing social marketing strategy alternatively. Anthropology of social marketing helps social marketers to apply anthropological theories and methods into their social marketing practice.