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dc.contributor.authorAkbar, M Bilal
dc.contributor.authorFrench, Jeff
dc.contributor.authorLawson, Alison
dc.date.accessioned2019-12-13T11:16:32Z
dc.date.available2019-12-13T11:16:32Z
dc.date.issued2019-11-13
dc.identifier.citationAkbar, M. Bilal, French, J. & Lawson, A. (2019). 'Critical review on social marketing planning approaches'. Social Business, pp. 1-11. DOI: 10.1362/204440819X15633617555894en_US
dc.identifier.issn2044-4087
dc.identifier.doi10.1362/204440819x15633617555894
dc.identifier.urihttp://hdl.handle.net/10545/624331
dc.description.abstractThis 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.en_US
dc.description.sponsorshipN/Aen_US
dc.language.isoenen_US
dc.publisherWestburn Publishersen_US
dc.relation.urlhttps://www.ingentaconnect.com/content/westburn/sb/pre-prints/content-wp-sb-15633617555894;jsessionid=39lfnah3dj658.x-ic-live-03en_US
dc.subjectSocial Marketingen_US
dc.subjectPlanning Approachesen_US
dc.subjectBehaviour Changeen_US
dc.subjectInterventionen_US
dc.subjectCustomersen_US
dc.titleCritical review on social marketing planning approachesen_US
dc.typeArticleen_US
dc.contributor.departmentUniversity of Derbyen_US
dc.contributor.departmentStrategic Social Marketingen_US
dc.identifier.journalSocial Businessen_US
dcterms.dateAccepted2019-05-27
dc.author.detail785487en_US


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