Show simple item record

dc.contributor.authorAkbar, M Bilal
dc.contributor.authorNdupu, Lawrence
dc.contributor.authorFrench, Jeff
dc.contributor.authorLawson, Alison
dc.date.accessioned2021-06-04T14:49:26Z
dc.date.available2021-06-04T14:49:26Z
dc.date.issued2021-05-31
dc.identifier.citationAkbar, B., Ndupu, L., French, J. and Lawson, A. (2021). 'Social Marketing: Advancing a New Planning Framework to Guide Programmes'. RAUSP Management Journal, pp. 1-16.en_US
dc.identifier.doi10.1108/RAUSP-08-2020-0186
dc.identifier.urihttp://hdl.handle.net/10545/625805
dc.description.abstractThis paper develops and presents a new planning framework of social marketing, known as CSD-IES (Consumer Research, Segmentation, Design of the Social Programme, Implementation, Evaluation and Sustainability). The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme, and the need for explicit feedback mechanisms. Research Implications – The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners, and researchers to develop, implement, and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.en_US
dc.description.sponsorshipN/Aen_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.relation.urlhttps://www.emerald.com/insight/content/doi/10.1108/RAUSP-08-2020-0186/full/htmlen_US
dc.subjectSocial Marketingen_US
dc.subjectBehaviour Changeen_US
dc.subjectFrameworken_US
dc.subjectPrinciplesen_US
dc.subjectPlanningen_US
dc.subjectSustainabilityen_US
dc.subjectEthicsen_US
dc.titleSocial Marketing: Advancing a New Planning Framework to Guide Programmesen_US
dc.typeArticleen_US
dc.identifier.eissn2531-0488
dc.contributor.departmentNottingham Trent Universityen_US
dc.contributor.departmentUniversity of Derbyen_US
dc.contributor.departmentStrategic Social Marketing Ltd, Londonen_US
dc.identifier.journalRAUSP Management Journalen_US
dcterms.dateAccepted2021-03-31
dc.author.detail781549en_US


This item appears in the following Collection(s)

Show simple item record