Social Marketing

Social marketing as a concept was developed in the 1970s to help improve overall society and bring about positive social changes. The of first presented by Zaltman, Kotler, Kaufman, their 1972 book, Creating Change. This paper addresses role with specific examples how associated educational research can be applied school libraries. is based on general principles strategies aimed at selling products services consumers but purpose improving providing socially relevant information; changing existing actions; individual or group behaviors, attitudes beliefs; reinforcing desired behaviors. Since 1970s, has been used widely United States promote variety pro-social behaviors including: reducing smoking, drug abuse, preventing heart disease, promoting contraceptive use, organ donation. In recent years U.S. government encourage enrollment controversial Affordable Health Care program. These approaches are theoretically encased well-conceived public information programs management. will provide methods results presenter libraries youth services. likewise highlight resources helpful librarians designing implementing strategies.