A society is civilized & cultured if the business holders take their responsibilities and their tasks seriously and care deeply towards the society. Social Marketing is a new field and area which accomplishes the goals and Social expectations by utilizing commercial Marketing techniques. According to the concepts of Social Marketing, managers should inevitably see in their strategies and Marketing policies, important issues such as short and long terms interests of the consumers expectations and needs. Comparing the commercial Marketing, though this new area is highly fledging but its role and importance in Social development has caused it to be treated and regarded seriously by the public.
During 1970s Social Marketing was born as an integrated and quite a scientific field.
Philip Kotler and Gerald Altman, two famous learned in Marketing, have introduced this new scientific field. They believed that the suppositions and concepts in commercial Marketing could be used to sell ideas, beliefs, views and human behaviors.
Comparing the other Marketing fields, Cutler and Altman insisted on the basic and main differences of the Social Marketing, which are shown in its goals and aims. The main aims of Social Marketing are to influence on the Social and humans behaviors.
In Social Marketing, gaining interests and personal benefits are not of the first priority. In other words, in Social Marketing the emphasis is not to satisfy the needs and expectations of the individuals of the society through the process of exchanging, and transactions, rather a more exalted goal and that is to influence on the sections and behaviors of the individuals in the society.
This new and integrated field can be applied vastly in campaigns to fight against poverty and misery, smoking, alcoholic drinks, drugs and also improving wild life, preserving the environment, eliminating dangerous diseases such as hypotheses, Aids and cancers, therefore we conclude that Social Marketing is based on the realities and reasons in the society and emphasizes on them.
Social Marketing emphasizes on this undeniable reality that the market agents should provide to be true to their responsibilities and obligations before the individuals in the society and all men. Therefore, it is possible to conclude that Social Marketing roots in reality and reason and all the suppositions and concepts and methods proposed in it, enjoy with a good extent with a logical and reasonable backbone.
In this study we aim on contents and a conceptual explanation of the term "Social - Marketing" and on the line, the basis of Social Marketing is analyzed due to providing human needs and philosophical approach and its essence.