COİKUN, Gül Ege Üniversitesi - İletişim Fakültesi - Halkla İlişkiler ve Tanıtım Bölümü, Turkey

SOCIAL MARKETING AND SOCIAL MARKETING MIX: CASE STUDY OF KOMġU KOLLAMA PROJECT OF ANTALYA POLICE DEPARTMENT

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Social marketing term is used for acivities which are aimed to produce social benefits not for goaling profit. In social marketing process, idea is treated such as a product and the marketing mix is created for this idea. Social marketing acts through that the idea transmitted should be presented as well as a product using marketing technique. In this study, social marketing concept, the process of social marketing practises and social marketing mix are explained and a social marketing case study which has applied by Antalya Police Department called Neighbourhood Watch Project is analyzed.

226

Social marketing , social marketing mix , analysis of a case study

Celal Bayar University Journal Of Social Sciences

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