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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Towards evidence-based marketing: The case of childhood obesity
Author(s): Stead, Martine
McDermott, Laura
Hastings, Gerard
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Keywords: children
food promotion
systematic review
Issue Date: Dec-2007
Date Deposited: 3-May-2013
Citation: Stead M, McDermott L & Hastings G (2007) Towards evidence-based marketing: The case of childhood obesity. Marketing Theory, 7 (4), pp. 379-406.
Abstract: Contentious commodities such as tobacco, alcohol and fatty foods are bringing marketing under scrutiny from consumers and policymakers. Yet there is little agreement on whether marketing is harmful to society. Systematic review (SR), a methodology derived from clinical medicine, offers marketers a tool for providing resolution and allowing policymakers to proceed with greater confidence. This article describes how SR methods were applied for the first time to a marketing problem -- the effects of food promotion to children. The review withstood scrutiny and its findings were formally ratified by government bodies and policymakers, demonstrating that SR methods can transfer from clinical research to marketing.
DOI Link: 10.1177/1470593107083163
Rights: Publisher policy allows this work to be made available in this repository. Published in Marketing Theory December 2007 vol. 7 no. 4 379-406 by SAGE. The original publication is available at

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