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Full-Text Articles in Urban Studies and Planning
Data From: Market Segment Prediction Tool, Philip L. Winters, Amy Lester
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 …