Alcalay and Bell (2000) use a variety of definitions of social marketing to
describe their commonalities and arrive at a consensus definition. First, social marketing is a
label that is generally applied to programs that are deemed by authority figures to be beneficial
to individuals and society in general. Second, there is no financial profit from implementing a
social marketing campaign. Third, the ultimate goal is behaviour change, not just education and
awareness. Fourth, those using social marketing attempt to incorporate the unique knowledge,
attitudes, and beliefs of the stakeholders into their campaigns. Fifth, they attempt to not only
influence the relevant individuals, but also social structures that may be preventing individuals
from achieving the focal goals. And finally, there is a reliance on commercial marketing concepts, such as consumer-driven strategy to offering product, price, positioning, promotion, and
placement.
