The Experts below are selected from a list of 205083 Experts worldwide ranked by ideXlab platform
Jeff French - One of the best experts on this subject based on the ideXlab platform.
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Critical review on Social Marketing planning approaches
Social Business, 2019Co-Authors: M Bilal Akbar, Jeff French, Alison LawsonAbstract:Purpose<br/> This paper presents the first attempt to map and critically review existing Social Marketing planning approaches.<br/> Approach<br/> Critical literature review.<br/> Findings<br/> The discussion highlights that existing Social Marketing planning approaches have moved on from older product-driven models towards a more customer/ citizen-oriented, stakeholder engagement and value creation narrative. There is also a growing connection between Social Marketing planning approaches and theories from other disciplines. This recognises that a simple push Marketing strategy, which was the working principle of many early Social Marketingplanning approaches, is not often effective for contemporary Social Marketing practice. Effective Social Marketing planning requires a greater emphasis on new Social Marketing principles derived from the new global consensus Social Marketing definition, such as more citizen focus, sustainable outcomes, and ethical practice, thus highlighting a need for more comprehensive Social Marketing planning approaches with a better understanding of recent theory development of Social Marketing as a field in order to be relatable and efficient.<br/> Implications<br/> The review sets out some original thinking about how planning in the field of Social Marketing can be strengthened through a more inclusive adoption of both system thinking analysis and integration with other fields of theory and practice that are seeking to influence behaviour for Social good.<br/> Limitations<br/> This review is exploratory in nature and evaluates only 14 Social Marketing planning approaches; more Social Marketing approaches exist and could be considered in further reviews.
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Social Marketing and public health strategy
Oxford Medicine Online, 2017Co-Authors: Jeff FrenchAbstract:This chapter explores how Social Marketing can be used to add value when developing a public health intervention that is designed to influence attitudes and behaviour. It examines the difference between how Social Marketing can add value to policy selection, strategy development, and operational Social Marketing programme delivery. The chapter explores the challenges of influencing public health policy and approaches to using Social Marketing principles to inform public health policy and strategy development. The advantages of developing a strategic approach to the application of Social Marketing are also covered, including a description of what constitutes the application of a strategic Social Marketing approach and how it can be analysed and evaluated. The implications for project and programme delivery, including the need for vertical and horizontal integration, are also examined.
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Social Marketing planning
Oxford Medicine Online, 2017Co-Authors: Jeff FrenchAbstract:There is a lack of systematic planning in many public programmes, despite the existence of a number of well-designed and tested systematic planning models. One of the defining features of Social Marketing is the application of systematic and transparent planning to achieve defined and measurable Social objectives. When planning Social Marketing interventions aimed at influencing behaviour, behavioural theories and models should have a central role in informing the intervention’s design and evaluation. However, an equally important factor in the delivery of an intervention is the application of a logical and documented planning approach in order to produce learning about what worked well and what did not. Systematic planning processes are key to understanding not only which elements of a Social Marketing programme are most successful but also which are most efficient. A focus on systematic planning is a valuable way to ensure that programme implementation weaknesses are addressed and mitigated.
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Key principle, concepts, and techniques of Social Marketing
Oxford Medicine Online, 2017Co-Authors: Jeff FrenchAbstract:This chapter sets out a hierarchical and differentiated model of Social Marketing principles, concepts, and techniques, based on thoughts put forward by French and Russell-Bennett (2015). In this chapter descriptive criteria of Social Marketing are reviewed and placed in a hierarchy of importance in order to assist practitioners, commissioners, and academics with describing and identifying Social Marketing practice and distinguishing it from other forms of Social programme design and implementation. The description of the key principles, concepts, and techniques of Social Marketing set out in this chapter represents a way to conceptualize and recognize the different elements that constitute Social Marketing theory and practice.
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Social Marketing on a small budget
Oxford Medicine Online, 2017Co-Authors: Jeff FrenchAbstract:It is often assumed that Social Marketing can only be conducted by big organizations with large budgets and lots of accumulated Marketing expertise and experience. This chapter makes the case that a real strength of the Social Marketing approach is that it can be adapted and used by almost anyone who wants to help people behave in a Socially responsible way. The key to effective Social Marketing on a small budget is to start by thinking like a marketer: thinking about the needs of citizens and how you can create value for them; not worrying about not having enough money to run a big, flashy campaign. The chapter gives examples of how people with limited or no budgets can still apply a Social Marketing mind-set and procedures to solve Social problems. It also gives details of sources of free help and support for anyone who has access to the Internet.
Stephen Graham Saunders - One of the best experts on this subject based on the ideXlab platform.
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systems Social Marketing a critical appraisal
Journal of Social Marketing, 2019Co-Authors: Stephen Graham Saunders, Dao V Truong, Dam X DongAbstract:Social Marketing has gained widespread recognition as a means of motivating behaviour change in individuals for societal good. Many opinions have been shared regarding its potential to affect society or systems-wide change, leading to the macro-or systems Social Marketing (SSM) concepts and ideas. This paper aims to critically appraise the SSM literature, identify key features and highlight gaps for future research.,A search was conducted of peer-reviewed SSM articles published from 2000 to March 2018 inclusive. A number of online databases were mined, including but not limited to Google, Google Scholar, Scopus, PubMed, Cochrane and Medline. Key Social Marketing outlets (Social Marketing Quarterly and Journal of Social Marketing) were browsed manually. In total, 28 SSM articles were identified.,SSM adopts a dynamic systems thinking approach; it is an orientation, not a theory or model; it is multi-method; and it recognises that intervention can occur on multiple levels. Yet, greater attention should be given to the complexities of the systems context and the power structures and relations that exist between stakeholders. Significant issues also include stakeholder voice and participation, the use and reporting of theories and models, the measurement of long-term intervention outcomes and the undesirable impacts of SSM.,This paper identifies issues that need to be addressed if Social Marketing is to become a more system-oriented means to positively influence societal change. Implications for theoretical and practical development of the Social Marketing field are provided.
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Redefining Social Marketing: beyond behavioural change
Journal of Social Marketing, 2015Co-Authors: Stephen Graham Saunders, Dani Barrington, Srinivas SridharanAbstract:Purpose – This paper aims to present a definition of Social Marketing that considers the purpose and role of Social Marketing beyond behaviour change. Design/methodology/approach – The paper reviews present Social Marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macroMarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: Social Marketing is the application of Marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained Social transformation. Practical implications – We present a list of practical implications derived from our definition of Social Marketing. We stress that our Social Marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of...
Ross Gordon - One of the best experts on this subject based on the ideXlab platform.
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Strategic Social Marketing
2015Co-Authors: Jeff French, Ross GordonAbstract:Table of Contents Part I Why? 1 The importance of Social Marketing for Social policy 2 The nature of Social Marketing 3 Marketing Social good Part II What? 4 The Social Marketing mix 5 Strategic Social Marketing 6 Creating value in Social Marketing Part III How? 7 Systems thinking and Social Marketing 8 Using theory in Social Marketing 9 Research approaches in Social Marketing 10 Research methods in Social Marketing 11 Social Marketing and Social programme design 12 Planning Social Marketing interventions 13 Embedding Social Marketing within Social programmes 14 Critical Social Marketing
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Unlocking the potential of upstream Social Marketing
European Journal of Marketing, 2013Co-Authors: Ross GordonAbstract:Purpose – Social Marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream Social Marketing”, these groups can be treated as target audiences, and through use of Marketing techniques, advocacy, stakeholder engagement, and informing evidence based policy making, their behaviour can be influenced to engender pro-Social outcomes, for example through policy change. However, examples and guidance on how upstream Social Marketing can be effectively employed to successfully alter the structural environment is lacking. This article aims to unlock the potential of upstream Social Marketing by examining how it can be systematically employed. Design/methodology/approach – The article examines the development of the upstream Social Marketing concept in the extant literature, and presents some guiding principles, before analysing the case study of minimum unit pricing of alcohol in Scotland. The failure to compre...
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Re-thinking and re-tooling the Social Marketing mix
Australasian Marketing Journal (AMJ), 2012Co-Authors: Ross GordonAbstract:This article considers the role of the four Ps Marketing mix model in Social Marketing, arguing that given reconfiguration of the Marketing mix in the mainstream Marketing discipline, and the characteristics of Social Marketing, a re-thought and re-tooled Social Marketing mix is required. A brief review of the four Ps Marketing mix model in the mainstream Marketing and Social Marketing fields is presented. Criticisms of the four Ps model are then examined. It is argued that the four Ps Marketing mix model is outdated for application to Social Marketing, and an alternative approach to the Social Marketing mix is proposed. It is posited that an expanded approach recognizing strategies such as relational thinking, and upstream Social Marketing activities would offer a more suitable approach. Using a more open minded Social Marketing mix less reliant on the four Ps model can help guide Social Marketing research and practice. 2011 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.
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Critical Social Marketing: definition, application and domain
Journal of Social Marketing, 2011Co-Authors: Ross GordonAbstract:Purpose – The purpose of this paper is to examine the nature and role of the critical dimension Social Marketing and its place within Marketing scholarly thought. It is posited that such activity can be defined as “critical Social Marketing” and a formal definition is offered.Design/methodology/approach – The ability of critical Social Marketing to inform the research and evidence base, as well as upstream and downstream activity is discussed. Scholarly debate on the role of critical Social Marketing within the Social Marketing and critical Marketing paradigms, both of which heavily inform the concept, are reviewed. The application of a critical Social Marketing framework to the study of the impact of tobacco and food Marketing is examined.Findings – The paper demonstrates the utility of a critical Social Marketing framework in real‐world environments. Important considerations on who critical Social marketers are and where the concept is located within Marketing thought are addressed. The paper concludes ...
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A systematic review of Social Marketing effectiveness
Health Education, 2007Co-Authors: Martine Stead, Ross Gordon, Kathryn Angus, Laura McdermottAbstract:Purpose – The purpose of this paper is to review the effectiveness of Social Marketing interventions in influencing individual behaviour and bringing about environmental and policy‐level changes in relation to alcohol, tobacco, illicit drugs and physical activity. Social Marketing is the use of Marketing concepts in programmes designed to influence the voluntary behaviour of target audiences in order to improve health and society.Design/methodology/approach – The paper is a review of systematic reviews and primary studies using pre‐specified search and inclusion criteria. Social Marketing interventions were defined as those which adopted specified Social Marketing principles in their development and implementation.Findings – The paper finds that a total of 54 interventions met the inclusion criteria. There was evidence that interventions adopting Social Marketing principles could be effective across a range of behaviours, with a range of target groups, in different settings, and can influence policy and p...
Stephen Dann - One of the best experts on this subject based on the ideXlab platform.
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Hammer, and Social Marketers as Hired Guns Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a
2014Co-Authors: Stephen DannAbstract:ABSTRACT Social Marketing has been a discipline founded on the open and robust exchangeof ideas regarding the nature of Social change, the adaptation and adoption ofcommercial Marketing, and the ethics of influencing behavior for beneficial out-comes. As a practical discipline, with a strong theoretical and philosophicalframework, it also relies on the open communication between academic and prac-titioner to ensure those researching and those implementing are speaking thesame Social Marketing language. In early 2006, the international Social Marketingmailing list (SOC-MKT) was subject to a short, albeit critical, debate on the eth-ics and nature of Social Marketing, the Social Marketing tool kit, and the role ofSocial marketers. This article reports on the summary and implications of thedebate among academics, practitioners, and founders of the Social Marketingdiscipline. Introduction While the ethics of Social Marketing have been debated continuously over the his-tory of the discipline, there has been a consistent emphasis on the ethical appli-cation of the tool kit of Social Marketing, rather than the ethics of SocialMarketing as a tool kit (Andreasen 2006). The position of many of the senior fig-ures of Social Marketing is reasonably clear. For example, although Andreasen(1993) states categorically that anyone may use Social Marketing, including the
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redefining Social Marketing with contemporary commercial Marketing definitions
Journal of Business Research, 2010Co-Authors: Stephen DannAbstract:Social Marketing is based on the adaptation of the contemporary commercial Marketing theory and practice as a means of guiding and aiding Social change campaigns. This paper draws on recent developments in commercial Marketing theory and prior work in Social Marketing definitions to create a new definition of Social Marketing which integrates the commercial definitions of the American Marketing Association (AMA) and Chartered Instituted of Marketing (CIM) with established Social Marketing definitions from the past thirty years of Social Marketing conceptual development. The development of the definition is supported through the use of qualitative research technique of text mining which uncovered a core series of principles consistent to the historical definitions of Social Marketing. Finally, the new definition also introduces clarification of several key subcomponent elements as part of an expanded definition of Social Marketing.
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Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a Hammer, and Social Marketers as Hired Guns
Social Marketing Quarterly, 2007Co-Authors: Stephen DannAbstract:Social Marketing has been a discipline founded on the open and robust exchange of ideas regarding the nature of Social change, the adaptation and adoption of commercial Marketing, and the ethics of influencing behavior for beneficial outcomes. As a practical discipline, with a strong theoretical and philosophical framework, it also relies on the open communication between academic and practitioner to ensure those researching and those implementing are speaking the same Social Marketing language. In early 2006, the international Social Marketing mailing list (SOC-MKT) was subject to a short, albeit critical, debate on the ethics and nature of Social Marketing, the Social Marketing tool kit, and the role of Social marketers. This article reports on the summary and implications of the debate among academics, practitioners, and founders of the Social Marketing discipline.
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Reaffirming the Neutrality of the Social Marketing Tool Kit: Social Marketing as a hammer, and Social marketers as hired guns
2006Co-Authors: Stephen DannAbstract:ABSTRACT Social Marketing has been a discipline founded on the open and robust exchangeof ideas regarding the nature of Social change, the adaptation and adoption ofcommercial Marketing, and the ethics of influencing behavior for beneficial out-comes. As a practical discipline, with a strong theoretical and philosophicalframework, it also relies on the open communication between academic and prac-titioner to ensure those researching and those implementing are speaking thesame Social Marketing language. In early 2006, the international Social Marketingmailing list (SOC-MKT) was subject to a short, albeit critical, debate on the eth-ics and nature of Social Marketing, the Social Marketing tool kit, and the role ofSocial marketers. This article reports on the summary and implications of thedebate among academics, practitioners, and founders of the Social Marketingdiscipline. Introduction While the ethics of Social Marketing have been debated continuously over the his-tory of the discipline, there has been a consistent emphasis on the ethical appli-cation of the tool kit of Social Marketing, rather than the ethics of SocialMarketing as a tool kit (Andreasen 2006). The position of many of the senior fig-ures of Social Marketing is reasonably clear. For example, although Andreasen(1993) states categorically that anyone may use Social Marketing, including the
Ann-marie Kennedy - One of the best experts on this subject based on the ideXlab platform.
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Upstream Social Marketing strategy
Journal of Social Marketing, 2018Co-Authors: Ann-marie Kennedy, Joya A. Kemper, Andrew G. ParsonsAbstract:This paper aims to provide guidelines for upstream Social Marketing strategy on to whom, how and when Social marketers can undertake upstream Social Marketing.,This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors.,Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content.,Specific criteria to judge time of decision-making and implementation guidelines are provided for Social marketers.,In the case of complex Social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic Social Marketing has identified upstream Social Marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.
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Macro-Social Marketing:
Journal of Macromarketing, 2016Co-Authors: Ann-marie KennedyAbstract:This article provides the theoretical underpinnings for the concept of macro-Social Marketing. Macro-Social Marketing seeks to use Social Marketing techniques in a holistic way to effect systemic change, as opposed to individual level change. The article provides the conceptual roots of the concept derived from systems theory and institutional theory. It starts by explaining what types of macroMarketing issues – dubbed here wicked problems – can be approached using macro-Social Marketing. Systems theory is then used to explain the interconnectedness of wicked problems throughout the Social and cultural systems, as well as the material environment and Marketing system (Dixon 1984). Subsequent sections apply institutional theory to explain how systemic change can be brought about through the use of macro-Social Marketing, and discuss change at a broader conceptual level, as well as how this process then trickles down to individual organizations within the Marketing system.
