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as a core element of all social programs will only
be achieved if social marketers apply some of their marketing thinking to this challenge. To slightly misquote Philip Kotler, “the rst job of the social marketer is to market social marketing to non-so- cial marketers.” ose who advocate the application of marketing principles as a key strategic element of social programs have as a rst key task the job
of marketing the added value that social market- ing brings to politicians, policymakers, and those responsible for social program strategy. ■
Je French is the CEO of Strategic Social Marketing Ltd. He is a visiting Professor at Brighton University and a fellow at Kings College University of London, UK. He has published several books, including his latest, “Strategic Social Marketing.”
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MarketiNg for social chaNge
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