SOCIAL MARKETING AND ATTITUDINAL CHANGE FOR SUSTAINABLE NATIONAL DEVELOPMENT
1Bello, Babatunde Sikiru, 2Zubairu, Ibrahim Tswachi, 3Nwokenkwo, Ben Olubunmi & 4Abdulsalam, Abdulmutalib Adinoyi
1,3&4Department of Marketing, Federal Polytechnic Bida, Niger State, Nigeria
2Department of Business Administration & Management, Federal Polytechnic, Bida
Email: connekt2tunde@gmail.com
ABSTRACT
Can social marketing concepts and techniques be effectively applied to the promotion of social objectives such as campaign against smoking, safe driving, and brotherhood? The applicability of social marketing concepts to such social problems is among others, examined in this paper and the writers also show how social causes and attitudinal change can be advanced to successfully bring about sustainable national development. The paper is a theoretical research which draws up data from books (both online and from library), published journals and the writers’ experiences in addition to the relevant literature. The writers conclude that given the right attitude, the concept of social marketing can facilitate sustainable national development.
Keywords: Change; Attitude; Social Marketing; Sustainable; Development