Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/2281
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Dead cert or long shot: The utility of social marketing in tackling problem gambling in the UK?
Authors: Gordon, Ross
Moodie, Crawford
Contact Email: c.s.moodie@stir.ac.uk
Keywords: gambling
social marketing
policy
intervention
regulation
Issue Date: Aug-2009
Publisher: Wiley-Blackwell
Citation: Gordon R & Moodie C (2009) Dead cert or long shot: The utility of social marketing in tackling problem gambling in the UK?, International Journal of Nonprofit and Voluntary Sector Marketing, 14 (3), pp. 243-253.
Abstract: Social marketing has grown from a fledgling discipline to one recognised as an established means of eliciting behaviour change. Concomitant with the maturation of social marketing has been an increasing focus on expansion into new and untapped areas for behaviour change. This paper examines the utility of applying social marketing to problem gambling in the UK by; briefly detailing the development of social marketing and evidence of its effectiveness with traditional public health issues, and its applicability with emerging areas; outlining the situation in the UK regards problem gambling, and why this represents such a fertile testing ground for social marketers; and proposing a broad agenda highlighting the potential applications of social marketing in relation to problem gambling, whilst considering the challenges that could encumber the effectiveness of such interventions.
Type: Journal Article
URI: http://hdl.handle.net/1893/2281
DOI Link: http://dx.doi.org/10.1002/nvsm.350
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: University of Stirling
Institute for Social Marketing

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