Feed the Common Good- Impact of Social Marketing on Consumer Behaviour - A Study Based in Kolkata
DOI:
https://doi.org/10.31033/IJEMR/11.5.2021.1885Keywords:
Social Marketing, Consumer Behaviour, Common GoodAbstract
To keep pace with the fast growing and quickly evolving world of today, marketers have shifted their focus from a profit driven marketing to social marketing. Social marketing is a set of marketing theories which is essentially an adaptation of commercial marketing, and its aim is not to maximize profits but to achieve an impact in the behaviour of the target audience and influence the same for the benefit of the society. Behaviour can be said to be the end point of social marketing.
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Research Articles in 'International Journal of Engineering and Management Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.
