Social Marketing Theory: Relationship Between People And Society

1.0 Introduction/overview of the theory

Communication is the study of all human behavior and the propagation law of occurrence and development of knowledge and the relationship between the spread and people and society, is the study of social information system and its operation rule. Communication research process, namely, waiters, medium, receiver, communication content, communication effect. Communication between people is the focus of the information dissemination process, means, media; Transmission speed and validity, the purpose and control, also including how to on the role of communication and to establish a certain relationship. Mainly includes spreading, interpersonal communication and public communication, mass communication and

This theory is used in the social and welfare institutions, to help promote or hinder the actions. Administrative in of this nature, the theory was its attempts to draw the outline of, can be used in the design, implementation and evaluation of the framework of information activities. The target audience is determined based on their information needs. Once do this way of packaging and distribution of information will be very easy access to the target audience.

Social marketing is the most commonly used definitions provided by Kotler and Zaltman (1971). However Lazer and Kelly (1973) provides an alternative definition which is also presented, and social marketing concern is to evaluate the influence of commercial marketing of society: "social marketing concern is application of marketing knowledge, concepts and techniques, enhance social and economic purposes. It is also concerned with the analysis of social consequences of marketing policies, decisions and activities ".( Critical Social Marketing)

Cross culture

Cross cultural communication presents a new challenge to managers. Culture, Hofstede (1997, page 4), is the "software", can influence the pattern of thinking and behavior person. Psychology program affects people's life and work with their life. For example, Sweden and China are immersed in a different culture lead to different ways of thinking and behavior. When a Swedish company trying to understand the behavior of management style or Chinese employees, some basic principles to be challenged. For example, the Chinese believe that all men are born unequal; they should obey authority (Martinsons and han silks, 1998). Although the West believes that all human beings are created equal, they can make independent decisions and act on their own. Ambos and Schlegelmilch (2008), a kind of culture can support a particular tissue type (or types), rather than other types of, and cultural differences in the performance of the company (ditto), the final effect. In other words, national culture can influence the management and organizational communication. For cases, the management style is in the west and the east is different: the Netherlands's management style is "accessible" and "confidence", at the same time, the manager of the Japanese belongs to "high level" and "authoritarian" (Ybema and charting, in 2009, the first. 350). Poon, stark and Albaum (2005) on