| Abstract: | A bstract . Economic theory fails to recognize value in social marketing, it is argued, because these beliefs are widely held: (1) social marketers do not consider consumer needs , (2) they are motivated by social welfare , (3) the price mechanism does not fully operate in the social sphere, (4) there is usually insufficient competition , and (5) social marketing is less effective in market control. Based on quality-of-life (QOL) theory , several normative principles are derived to guide the efforts of social marketers. One, QOL-means have to be determined by relating them to QOL-ends (long term satisfaction). Two, discrepancies between QOI, means potentialities and actualities have to be minimized. And third, social marketing programs designed to minimize those discrepancies have to be developed in such a way as to reduce negative environmental impacts. |
