Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11718
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: The critical contribution of social marketing: Theory and application
Authors: Hastings, Gerard
Saren, Michael
Contact Email: gerard.hastings@stir.ac.uk
Keywords: exchange
critical marketing
relationships
social marketing
tobacco
Issue Date: Sep-2003
Publisher: SAGE Publications
Citation: Hastings G & Saren M (2003) The critical contribution of social marketing: Theory and application, Marketing Theory, 3 (3), pp. 305-322.
Abstract: This paper examines the symbiotic relationship between social, commercial, and critical marketing thought. Marketers seek to influence consumer behaviour. Much ill health and many social problems are caused by human behaviour. Social marketing puts these two phenomena together and uses marketing insights to address social behaviours. In the process both arms of the discipline can benefit, and this paper illustrates this using the examples of exchange theory and relational thinking. Social marketing also recognizes environmental influences on behaviour and that commercial marketing can be an important part of this influence. The case of tobacco is used to show that this influence can be malignant, and that as a result marketing has come under unprecedented scrutiny. Social marketing's understanding of both the commercial and social sectors puts it in a unique position to provide realistic critiques of marketing and identify intelligent solutions. The paper concludes that social marketing will flourish by exploiting its twin understanding of the good and the bad that marketing can bring to society.
Type: Journal Article
URI: http://hdl.handle.net/1893/11718
DOI Link: http://dx.doi.org/10.1177/147059310333005
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing
University of Strathclyde

Files in This Item:
File Description SizeFormat 
Hastings_2003_The_Critical_Contribution_of_Social_Marketing.pdf159.98 kBAdobe PDFUnder Embargo until 31/12/2999     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.

This item is protected by original copyright



Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact library@stir.ac.uk providing details and we will remove the Work from public display in STORRE and investigate your claim.