Contribution of social marketing to effective policy-making

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  • 効果的な政策の実現に対するソーシャルマーケティングの貢献
  • コウカテキナ セイサク ノ ジツゲン ニタイスル ソーシャル マーケティング ノ コウケン

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Abstract

In order to achieve the SDGs and create a wellbeing society for all, it is important for each individual to change his or her behavior. Although "marketing" is often thought of as something distant from local governments, it is the key to policymaking from the citizen's perspective. In this paper, social marketing and the training of social marketing specialists will be reviewed, and examples of policy formulation by local governments based on social marketing will be presented. It also discusses how learning and utilizing this theory can benefit local government officials.

Journal

  • 同志社商学

    同志社商学 75 (2), 203-237, 2023-09-19

    The Association of Commerce Doshisha University

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