Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
11 - The marketing mix
Published online by Cambridge University Press: 05 June 2012
Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
Perhaps one of the best known concepts in marketing is the ‘4Ps’, apparently first described by McCarthy (1960). The 4Ps have endured because they provide the four fundamentals of marketing planning and management. They refer to what the company is selling (product), where the products and services are made available to customers (place, or distribution), how products and services are priced and paid for (price), and where and how the products and services are made known to people and they are motivated to purchase them (promotion). In Chapter 2 we referred to the ‘principle of customer value’ as the sum total of the benefits provided by the ‘mix’ of these 4Ps.
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 282 - 319Publisher: Cambridge University PressPrint publication year: 2010
References
1999 Targeting Male Perpetrators of Intimate Partner Violence: Western Australia’s ‘Freedom from Fear’ campaignSocial Marketing Quarterly 5 127Google Scholar
www.dft.gov.uk/think