Revisiting Social Marketing Mix: A Socio-Cultural Perspective | Parul Goyal Wasan & Gaurav Tripathi

Before launching a social marketing campaign, social marketers take into account a mix of 4Ps and other extended elements like publics, partnership, policy and purse strings. It provides the campaign planner with a framework for generating ideas and an opportunity to be imaginative, innovative,and comprehensive. However, unlike commercial marketing mix where socio-cultural factors have been significantly identified, social marketing mix does not acknowledge socio-cultural factors to a significant level. This paper aims at developing propositions for research on social marketing by extending the scope of marketing mix via sociocultural factors. The key research aim that is addressed by the paper is to develop a theoretical link between socio-cultural factors and social marketing mix.