Engineering Commons^™

Data From: Market Segment Prediction Tool, Philip L. Winters, Amy Lester

TREC Datasets and Databases

Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Social marketing is a useful transportation demand management (TDM) planning approach to promote travel-behavior change, and combines at least seven distinguishing features that sets it apart from other popular, behavior-change planning approaches, such as education and mass media campaigns. These seven features include a focus on socially beneficial behavior change; a strong consumer orientation; the use of audience segmentation techniques and the selection of target audiences; the use of marketing’s conceptual framework (marketing mix and …