The marketing of social causes: the first 10 years.

K. F. Fox*, P. Kotler

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

185 Scopus citations


Social marketing, the application of marketing thinking and tools to the promotion of social causes, has proved successful in effectively promoting beneficial social change, and is expected to grow in scope, scale, and effectiveness. It has evolved through social advertising and social communication, and is increasingly employed by a growing number or organizations and government agencies. Increasingly, social communication and marketing are being added to social advertising. Family planning, heart disease prevention, and other health cases are cited as examples of the range and impact of social marketing applications. As advances in conceptualizing social marketing problems and evaluating the impacts of social marketing programs make them more effective, social marketing specialists should be expected to work on a wider range of social causes with increasing sophistication. The evaluation of social marketing is discussed. Situations calling for social marketing are also explored, program accomplishments outlined, and criticisms and obstacles examined.

Original languageEnglish (US)
Pages (from-to)24-33
Number of pages10
JournalJournal of marketing
StatePublished - Jan 1 1980

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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