Key social marketing concepts and principles – Competition, Behaviour, Audience segmentation

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Key concept 3: Competition Competitive factors are those that get in the way of positive behaviours; e.g. like not using condoms for HIV prevention because they are perceived as ‘unmanly’, thought to reduce pleasure and/or not affordable or easily available. … Read More

Key social marketing concepts and principles – Exchange

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The concept of exchange as well as that of value creation is a central concept in social marketing. Exchange is based on observations that we tend to change our behaviour when we perceive that it is in our interest to … Read More

Key social marketing concepts and principles – Insight

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The social marketing ‘customer/citizen triangle’ [15] is a visual way to highlight the key features of social marketing. Six key concepts are emphasised: Insight, Exchange, Competition, Audience Segmentation, Behaviour and Method Mix. The citizen/customer/patient is in the centre of the … Read More

Drupal concepts and terminology – Nodes and content types

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Nodes and content types The node is the central element of content model used by Drupal. In its simplest version, a node is a generic object composed of a title and a text content. The power of Drupal is the … Read More

Brand concepts

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Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred … Read More