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    Critical review on social marketing planning approaches

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    Thumbnail
    Name:
    Final SM paper- Bilal.pdf
    Embargo:
    2021-05-13
    Size:
    1.205Mb
    Format:
    PDF
    Description:
    Accepted Manuscript
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    Authors
    Akbar, M Bilal
    French, Jeff
    Lawson, Alison cc
    Affiliation
    University of Derby
    Strategic Social Marketing
    Issue Date
    2019-11-13
    
    Metadata
    Show full item record
    Abstract
    This paper presents the first attempt to map and critically review existing social marketing planning approaches. 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 marketing-planning 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. 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. This review is exploratory in nature and evaluates only 14 social marketing planning approaches; more social marketing approached exist and could be considered in further reviews.
    Citation
    Akbar, M. Bilal, French, J. & Lawson, A. (2019). 'Critical review on social marketing planning approaches'. Social Business, pp. 1-11. DOI: 10.1362/204440819X15633617555894
    Publisher
    Westburn Publishers
    Journal
    Social Business
    URI
    http://hdl.handle.net/10545/624331
    DOI
    10.1362/204440819x15633617555894
    Additional Links
    https://www.ingentaconnect.com/content/westburn/sb/pre-prints/content-wp-sb-15633617555894;jsessionid=39lfnah3dj658.x-ic-live-03
    Type
    Article
    Language
    en
    ISSN
    2044-4087
    ae974a485f413a2113503eed53cd6c53
    10.1362/204440819x15633617555894
    Scopus Count
    Collections
    Derby Business School

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