Social marketing core principles and
concepts
Analyzing the social marketing environment
Module Ac7027
Northumbria University
,
,‘Customer centric’
Understanding people – what
drives the current behaviour of
individuals and specific groups –
is central to our ability to
encourage and support change.
, Understanding what consumers do( their
behaviour) and why they do it- what
motivates and drives them.
This is often as much about emotion rather
than rationality e.g. drink driving
As Dick Eiser says ‘ just because people do
stupid things it doesn’t mean they are stupid’!
concepts
Analyzing the social marketing environment
Module Ac7027
Northumbria University
,
,‘Customer centric’
Understanding people – what
drives the current behaviour of
individuals and specific groups –
is central to our ability to
encourage and support change.
, Understanding what consumers do( their
behaviour) and why they do it- what
motivates and drives them.
This is often as much about emotion rather
than rationality e.g. drink driving
As Dick Eiser says ‘ just because people do
stupid things it doesn’t mean they are stupid’!
