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Oklahoma State University
School of Marketing and International Business

Spears School of Business at Oklahoma State University

The Need for Social and Services Marketing

The need for social and services marketing social marketing is the application of marketing theories and tactics to social issues to bring about changes in behavior that benefit individuals and/or society as a whole.

For example, the health-care industry can use marketing to motivate people to stop smoking, lose weight and exercise; the financial sector can use it to encourage people to set up saving plans; and, environmental organizations can use it to promote recycling. Services marketing refers to the private, public and nongovernmental organizations that address social issues.

While these organizations have experts, counselors and advocates who know about health care, the environment and so forth, they maximize their efforts when they begin to think like a marketer (identify target audiences, implement data management systems and use research and evaluations).