Research article: "Social Marketing: A Marketing Perspective Where Money Is Not the Final Answer"

Social Marketing: A Marketing Perspective Where Money Is Not the Final Answer

Amidst the current changes in society and the environment, there are problems in the lives of people around the world, including physical health, mental health, and social coexistence. The severity of the problem has been increasing due to the increasing population while the necessary resources are rapidly decreasing, leading humans to compete for the most resources for themselves. In addition to the goal of selling products and services to consumers, the operations of various organizations have also turned to show responsibility to people and target groups of the business by considering the participation in solving health problems, social problems, and environmental problems for users of the organization's products and services by conducting social marketing and distributing products and services that are more friendly to humans, society, and the environment. This concept does not affect sales or profits much, but on the contrary, it helps the organization's business to gain attention from the target group of the market, becoming an organization that is talked about in a positive direction and has a better reputation than other organizations in society.