SOCIAL MARKETING, SOME EXAMPLES OF ITS IMPLEMENTATION IN MONGOLIA BEFORE THE YEAR 1990

This study has clarified the terms related to marketing in addressed with social, such as social marketing, societal marketing, corporate social marketing, and public sector marketing, etc. The researchers more emphasized about social marketing which is the term to change social behavior by using marketing tools. The study was done by documentary analysis and chosen time period was before the year 1990. The aim of this study was investigate about how social marketing implemented in Mongolia during this period. This chosen time is very special, and during this time there have been major changes in Mongolian society, such as the change of literacy and the use of the media in first time. The study includes some examples of social marketing campaign which implemented by using articles in newspapers and magazines as social communication tools and found out that the main concern of those campaigns was about improve the social health issues and prepare more civilized citizens, etc.