What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence
Authors: McDermott, Laura; Stead, Martine; Hastings, Gerard
Source: Journal of Marketing Management, Volume 21, Number 5, June 2005 , pp. 545-553(9)
Abstract:This paper describes our experience in undertaking a review of the effectiveness of using social marketing to tackle nutrition problems. One of the biggest challenges was identifying programmes which could be genuinely defined as 'social marketing'. Here we describe how we applied and tested a framework for identifying and assessing legitimate social marketing research. Implications for both social marketing theory and practice are discussed.
Document Type: Research Article
Publication date: 2005-06-01