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Purpose – The purpose of this paper is to critically evaluate the state of social marketing in the light of the Second World Social Marketing Conference. The paper refers to keynote speeches and presentations to illustrate the contradictions and confusion in contemporary social marketing thought...
Purpose – The World Health Organization (WHO) has expressed concern regarding alcohol consumption and related harms in developing nations. Concomitantly a growing evidence base suggests that alcohol marketing influences drinking behaviours. The purpose of this paper is to explore how critical...
Purpose – The purpose of this paper is to seek to discuss how the new media revolution can improve social marketing by bringing the “place” (one of four P's from the marketing mix) closer to the consumer. Design/methodology/approach – This paper describes current new media trends related to...
Purpose – The purpose of this paper is to explore the field of social marketing. The field needs to evaluate what works, and more importantly for it to prosper and remain relevant, it must discover and incorporate concepts and techniques from other disciplines that are aligned around core ideas...
Purpose – The purpose of this paper is to provide insights into what social marketers see as trends, issues, and opportunities emerging within social marketing globally. Design/methodology/approach – A global online survey was conducted among social marketing professionals who were invitees and...
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