Of the various leading authors who have defined 'social marketing', who was/were the first to do so?

Question

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discuss how social marketing aims to change behaviour for social good. Kotler and Zaltman (1971) defined 'social marketing' as "the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research"
(refer to table 14.1).

Of the Various Leading Authors Who Have Defined 'Social Marketing