MARKETING SOCIAL : DU NON-PROFIT AU PROFIT COLLECTIF

Abstract

Social marketing results in actions on public opinion aimed at obtaining adhesion, public action and participation, by means of techniques such as public relations, direct marketing, special events, multimedia, buzz marketing, etc. Three different examples are studied in this article. The first deals with the language of organizations. The second concerns charity marketing and describes a campaign against world hunger. The third focuses on road safety. All three examples show social marketing as being a lever of social change resulting in a collective awakening which generates different behaviors, and sometimes leads to new regulations, such as the French “Coluche” law.