Back in 1975 a chap called Bagozzi introduced the Marketing Theory of Exchange that has become essential to all elements of marketing research and practice. He posited that there were three types of exchange: Restricted, General and Complex. What we are going to now do is see how it relates to social marketing.
This is a lecture I recently gave on understanding social marketing. The first point I need to make is that this not social media marketing but social cause marketing. It starts with a definition of the subject. It then tests your knowledge by asking a question about social marketing. There is a bit about the history, the categories and types of social marketing, but the bulk of the lecture focuses on the social marketing benchmark criteria and how it should be used.