by Gentur Prihantino

1. THE HISTORY & DOMAIN OF SOCIAL
MARKETING
PRINCIPLES OF SOCIAL MARKETING
Oleh Gentur Prihantino (0802515075)
PR15A
AL-AZHAR UNIVERSITY of INDONESIA
Assessor by MGM
T.A. 2017-2018

2. HISTORY OF SOCIAL MARKETING
• Social marketing has been around since ancient Greek or Roman times. At that
time campaign was done by freeing slaves.
• Social marketing was done in India in the 1960s. The campaign focuses on
reducing population growth, which by then reached 12 million people per year. In
the campaign, the Indian government plans several programs such as the
distribution of birth control pills and contraceptives
• The term social marketing was first introduced by Kotler and Zaltman in 1971
by Gentur Prihantino

3. DEVELOPMENT OF SOCIAL MARKETING
Nowadays social marketing is growing with diverse goals and usually focuses on
changes in various fields, such as:
1. Health (Anti-smoking campaign, anti-narcotics)
2. Education (9 years compulsory, Reading campaign)
3. Environment (Water supply, Trees planting campaign)
4. Economics (Vocational Training, Investment)
by Gentur Prihantino

4. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
1. Marketing System
It is a collection of institutions that perform the tasks of marketers of goods,
services, ideas, people and environmental factors that influence each other, and
shape and influence the relationships of companies and markets. With a unique and
innovative system, social marketing can work effectively.
2. Consumer Behavior
In social marketing, consumer behavior will determine the issues to be raised
and the concepts of social marketing to be executed.
by Famesya Ramadhani

5. THE EFFECT OF OTHER MARKETING ON
SOCIAL MARKETING
3. Macro Marketing
The macro environment is a broadly cangkupan environment such as
demography, geography, environment, economy, politics. So it is very influential on
social marketing such as affecting the theme of what will be appointed.
4. Exchange Concept
Currently the concept of exchange / sales has grown, no longer 2 parties who
transact goods or services to gain profit, but also transactions of other things such as
messages and news. It affects the increasingly necessary social marketing to send a
positive message to the executor.
by Famesya Ramadhani