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But I’m Not Selling Anything! | Ep #26
Manage episode 356667911 series 3375214
Karen Hilyard, Ph.D. and Karen Hilyard에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Karen Hilyard, Ph.D. and Karen Hilyard 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
The concept of Product and Price from the Four Ps of Marketing can be confusing when you’re new to social marketing. What’s your product if you are just trying to persuade someone to change their behavior? And what is the price if no money changes hands? This episode is the first in a brief series on social marketing, breaking down these two critical concepts and offering some suggestions for how you can easily practice identifying product and price as they apply to both social marketing and corporate marketing. If you’re fairly new to social marketing, go back and listen to Episode 6 first!
Resources:
Brown KM. Defining the Product in a Social Marketing Effort. Health Promotion Practice. 2006;7(4):384-387. doi:10.1177/1524839906291323
Rosemary Thackeray, Katrina N. Fulkerson & Brad L. Neiger (2012) Defining the Product in Social Marketing: An Analysis of Published Research, Journal of Nonprofit & Public Sector Marketing, 24:2, 83-100, DOI: 10.1080/10495142.2012.679156
Butler, K., Gordon, R., Roggeveen, K., Waitt, G. and Cooper, P. (2016), "Social marketing and value in behaviour? Perceived value of using energy efficiently among low income older citizens", Journal of Social Marketing, Vol. 6 No. 2, pp. 144-168. https://doi.org/10.1108/JSOCM-07-2015-0045
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