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Original draft of the presentation to the IQPC Government Marketing conference.
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Applying commercial marketing principles to drive social change
1.
Dr Stephen Dann
Senior Lecturer Marketing Management and International Business The Australian National University
2.
3.
4.
5.
Adding commercial marketing
thinking to Social Marketing
6.
7.
Relationship Marketing
8.
9.
10.
11.
12.
Using Commercial Marketing
for Social Marketing Internet Marketing
13.
14.
Using Commercial Marketing
for Social Marketing Interpreting consumer research to create new opportunities (and challenges)
15.
16.
17.
18.
19.
20.
21.
Using Commercial Marketing
for Social Marketing Targeting consumers’ progress towards adopting a desired behaviour
22.
How new is
the behavior?
23.
24.
25.
26.
Summary
27.
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