“Eclectic, Timely, and Targeted”: Philip Kotler and Bill Novelli on Social Marketing

Joelk75 (CC BY 2.0)

As the U.S. election season heats up, political marketing is everywhere. How does it interface with social marketing, which aims to change the behavior of individuals?

Management INK is pleased to announce the first SAGE-published issue of Social Marketing Quarterly (SMQ), which answers this question and more. This week, we present a special series to highlight the March 2012 edition, offering fresh perspectives on eclectic topics from the effectiveness of green marketing to the impact of a Facebook fan page. Click here to view the Table of Contents.

In the introduction, “American Politics and Social Marketing,” SMQ Editor Bill Smith talks with Philip Kotler, author of the worldwide bestseller “Marketing Management” and S.C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University; and Bill Novelli, Distinguished Professor of the Practice at Georgetown University’s McDonough School of Business. The experts discuss the “intersecting circles” of political and social marketing and what we can learn from them:

Americans are getting ready to purchase a new set of politicians. The two great competing companies have pilot tested their products, even as new competitors are threatening to eat into the market share of the brand leaders. Segmentation research is guiding each party’s marketing strategy while continuous polling and focus grouping are keeping both campaigns agile. Ten of millions are being spent on new media and old media in the race to price and promote the two dominant product extensions.

As we inaugurated a new publisher for the Quarterly, this seems like a good time to reflect with two of social marketing’s iconic figures, Phil Kotler and Bill Novelli, on the interface between political and social marketing.

We’re not interested in picking the winners and losers, or which political party is doing better than the other. We want to talk about the process of modern political marketing and what we can learn from it that might be useful to us in social marketing.

Read the whole conversation here—and stay tuned for more highlights from SMQ on Management INK.

Social Marketing Quarterly, peer-reviewed and published quarterly, is a scholarly, internationally circulated journal that covers theoretical, research and practical issues confronting social marketers. Published in association with FHI360, SMQ is the only journal exclusively focused on social marketing issues. SMQ targets social marketers and other public health, communication, marketing, and social science professionals with research studies, case studies, conference notices, essays, editorials, book reviews, and other relevant news regarding social marketing efforts around the world. To learn more about the journal, please click here.

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