The Process of Social Marketing

Chapter 4 develops an idealised social marketing process in relation to the five Ps of social marketing (in the social marketing literature politics is usually referred to as the fifth ‘P’). In brief the stages of the process are:

define problem;

conduct marketing research;

segment and target market;

establish goals/objectives for intervention and/or programme;

design appropriate marketing strategy that includes consideration of the five Ps: product (service), price, place, promotion and politics;

implement and monitor intervention programme;

evaluate the programme;

start again! (re)define problem.