Marketing or Social Marketing: Is There an Identity Crisis?

Marketing or Social Marketing: Is There an Identity Crisis?

Avinash Kapoor (Management Development Institute, India) and Chinmaya Kulshrestha (Management Development Institute, India)
DOI: 10.4018/978-1-4666-7357-1.ch088
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The challenge is to understand what marketing is: is it a business activity or is it ultimately all about managing the social order and influencing the behavioural changes in the societies. The chapter gives a conceptual understanding of social marketing from multiple perspectives, analyzes key issues and challenges in social marketing which makes it different from traditional marketing, and identifies certain areas in social marketing where further research is required. Because of its uniqueness, the extended marketing mix becomes very important in social marketing and social objectives can be achieved through creating experiences to offer solutions, which, in turn, influence behaviour.
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Consumer experience is a business imperative to grow and sustain competitive differentiation in today’s market. If marketers deliver the experiences consumers expect, consumers will respond with loyalty, advocacy, and repeat purchases ensuing in long-lasting and profitable relationships. Consumer experience is the consumer’s perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, channels, systems, or products. Consumers strive to have a consistent, connected, personalized, and efficient experience across all phases of the customer lifecycle and across all their channel interactions.

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