SOCIAL MARKETING APPLIED TO ECONOMIC REFORMS

As social marketers seek to broaden their purview to include upstream applications, they are handicapped by the lack of examples of such applications. This article represents a retrofit of social marketing approaches developed by Andreasen to a major international intervention in Bosnia Herzegovina to reduce the array of impediments to private sector business investment and growth. The Bulldozer Initiative project, run by Herzberg, focused on two target audiences, businessmen and politicians, and sought participation by the former and support and legislative change from the latter. The Initiative was highly successful and resulted in a major change in the business climate and wide praise from an array of international agencies. Major components of the program closely conformed to ways in which social marketers would have constructed them.