“ I went back to the work of Kotler and Zaltman who in 1971 coined the term “social marketing’ in their seminal article “Social Marketing: An Approach to Planned Social Change.” They defined ’social marketing as “the application of commercial marketing technologies to the analysis, planning, execution, and evaluation of programs designed to influence voluntary behavior of target audiences in order to improve their personal welfare and that of their society” (Andreasen, 1995. p.7).
