Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
21IC
So
Social Marketing
Family
17. Stakeholders and Sustainability (VI · Context)
Era
Period 2: Planning, 1970s
Block
IC · Implementation, content
Tier
Landmark
Cell card
Description
Kotler and Zaltman defined social marketing as the design, implementation, and control of programs that influence the acceptability of social ideas through product, price, place, promotion, and marketing research.
Managerial Implications
Marketing tools can change behavior for social goals, from health to sustainability, and the same tools shape behavior change inside firms. Treat a desired behavior like a product: understand the competing behaviors, lower the costs of adopting, and make the benefits immediate and visible. Purpose-driven initiatives that ignore this discipline become communication campaigns without behavior change.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
