عنوان مقاله [English]
The purpose of this paper is to design a hierarchical and distinctive model of social marketing principles, concepts, and techniques based on existing lists of unequal and indistinguishable basis criteria (and perhaps as an alternative).
Design / Method / Solution - This is a concept paper that presents a hierarchical model of the principles, concepts, and techniques of social marketing. This new description of the principles of social marketing, its four main concepts, and its five techniques, shows us a new way to imagine and identify the various elements that make up social marketing. This new model helps us to build and develop the basis of social marketing theory, based on a definition study by the International Social Marketing Association (iSMA), the Australian Social Marketing Association (AASM) and the Social Marketing Association Europe (ESMA). This model provides a basic proposition for future research. We suggest that future research experimentally test this proposed model. This article seeks to develop the basis of social marketing theory by creating a logical case for the need to distinguish between principles, concepts and techniques when describing social marketing.