Social Marketing 1
Social Marketing 1 : "A process that applies marketing principles and techniques to create, communicate, and deliver value in order to influence target audience behaviours that benefit society (public health, safety, the environment, and communities) as well as the target audience". It involves designing the walking / cycling / carpooling (etc.) experience so that it is truly attractive to your audiences and meets their needs. This requires the whole process of analyzing your audiences and context, and addressing all components of the marketing mix, not just the promotion component or simply an advertising campaign
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