Please use this identifier to cite or link to this item:
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: The meaning, effectiveness and future of social marketing
Authors: Stead, Martine
Hastings, Gerard
McDermott, Laura
Contact Email:
Keywords: Effectiveness
Social marketing
Issue Date: Mar-2007
Publisher: Wiley-Blackwell
Citation: Stead M, Hastings G & McDermott L (2007) The meaning, effectiveness and future of social marketing, Obesity Reviews, 8 (Supplememt 1), pp. 189-193.
Abstract: First paragraph: The unique feature of social marketing is that it takes learning from the commercial sector and applies it to the resolution of social and health problems. This idea dates back to 1951, when Wiebe asked the question 'Can brotherhood be sold like soap?' For the first time, people began to think seriously that methods used very successfully to influence behaviour in the commercial sector might transfer to a non-profit arena. Wiebe evaluated four different social change campaigns, and concluded that the more similarities they had with commercial marketing, the more successful they were.
Type: Journal Article
DOI Link:
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
Institute for Social Marketing
Institute for Social Marketing

Files in This Item:
File Description SizeFormat 
Stead_etal_ObesityReviews07.pdf81.02 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 providing details and we will remove the Work from public display in STORRE and investigate your claim.