Social Marketing and Cultural Anthropology as a Practical Value

Reducing or even overcoming local tensions of global environmental and social crises is the interest of the entire society. The concept of social marketing both implies classical, profit-oriented business approaches and sensitivity toward social problems. The question is how this pre-planned strategy for behavioural change could carry out or at least contribute to what people commonly perceive as social welfare and well-being. This study describes the economic and anthropological aspects of the exchange theory that is the basis of planned social change strategy and discusses the possibilities of (applied) social science knowledge with the practical implementation of social marketing campaigns.