The muscle in the many thoughts and perceptions of marketing.
The results help in short listing and selecting the specific marketing activity and performance related the records of the customers, the promotion, pricing, packaging and labeling of the products. Not only this it also enlightens about the other side of the coin where the negative side of marketing resides, for instance, the social waste and the development of unreal needs and promoting materialism and social competition. Last but not the least, the attitude of the merchants of harmful substances like alcohol, cigarettes etc.
The foremost focus of social marketing is to concentrate on the behavior change agenda which may continue to be the main focus of the theory. The concept of social marketing gets its depth and clarity from the concepts of exchange theory and relationship marketing. Social marketing gives a new dimension to the other concepts. Social marketing has an indispensible and crucial role to play in the case of critical marketing as it acts as a connection between the commercial and the social motives, social marketing can pave the path for a clearer perception of the theory of critical marketing in the light of the social causes. Critical marketing from a social perspective ensures that all the efforts initiated by marketing are not only with an economic perspective and the motive to fulfill the financial objectives of the firm but also encompass the wellbeing of the society and the impact of the marketing decisions on social wellbeing. Social marketing as a component of critical marketing has a very bright future because critical marketing as a discipline is picking up in awareness and acceptance and bringing in the forefront the dismal side of conventional marketing.(Hastings & Michael, 2003).