Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11720
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Social marketing: A critical response
Authors: Hastings, Gerard
Haywood, Amanda J
Contact Email: gerard.hastings@stir.ac.uk
Keywords: social marketing
health promotion
advertising
Issue Date: 1994
Publisher: Oxford University Press
Citation: Hastings G & Haywood AJ (1994) Social marketing: A critical response, Health Promotion International, 9 (1), pp. 59-63.
Abstract: This paper presents a response to Buchanan et al.'s critique of our previous paper 'Social Marketing and Communication in Health Promotion' (Health Promotion International, 6, 135-145). It examines their comments in five areas: consumer orientation, exchange, profitability, integrated approach and advertising. Our response takes issue with many of the points made by Buchanan et al., and suggests that the authors have failed to raise more legitimate and relevant questions about social marketing. Ultimately, it concludes that Buchanan says nothing to alter our original opinion that social marketing along with other disciplines, does have the potential to make a useful contribution to health promotion.
Type: Journal Article
URI: http://hdl.handle.net/1893/11720
DOI Link: http://dx.doi.org/10.1093/heapro/9.1.59
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_1994_Social_marketing_a_critical_response.pdf384.61 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.