Social Marketing to Achieve Sustainability

2017 ◽  
pp. 296-314 ◽  
Author(s):  
Harry Beachcroft-Shaw ◽  
Debbie Ellis
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Network Theory ◽  
Exchange Theory ◽  
Limited Resources ◽  
Marketing Theory ◽  
Multiple Stakeholders ◽  
Sustainable Practices ◽  
The Earth ◽  
Marketing Principles

That sustainable practices are necessary for the earth's survival, is well documented, but how to creatively balance the needs of the multiple stakeholders of society, the economy and the earth, is a major challenge. Individuals, businesses and societies require substantial changes to how they behave with regards to the earth's limited resources. Social marketing is the application of marketing principles to behaviour change and thus has the potential to guide efforts to achieve sustainability. This chapter discusses the principles and theories of social marketing and uses them to recommend actions to achieve sustainability. Exchange theory, relationship and network theory, and critical marketing theory provide guidelines to improve the success of social marketing interventions designed to achieve sustainability.

Redefining social marketing: beyond behavioural change

2015 ◽  
Vol 5 (2) ◽  
pp. 160-168 ◽  
Author(s):  
Stephen G. Saunders ◽  
Dani J. Barrington ◽  
Srinivas Sridharan
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Social Transformation ◽  
Behavioural Change ◽  
Economic Market ◽  
Content Type ◽  
Efficiency And Effectiveness ◽  
Definition Of ◽  
Marketing Principles ◽  
Practical Implications

Purpose – This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change. Design/methodology/approach – The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach. Findings – Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation. Practical implications – We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent. Originality/value – The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

scholarly journals Social Marketing for Restraining the Violence of the Supporters by Behaviour Change

2019 ◽  
Vol 10 (4) ◽  
pp. 64
Author(s):  
Edson Coutinho da Silva ◽  
Alexandre Luzzi Las Casas
Keyword(s):  
Behaviour Change ◽  
Social Marketing ◽  
Well Being ◽  
Active Role ◽  
Sports Clubs ◽  
Social Marketing Campaign ◽  
Sports Club ◽  
The Social ◽  
Public Organisation ◽  
Marketing Principles

This theoretical paper aims to introduce and discuss the role of the social marketing as a tool to decrease the index of violence between supporters and improve the satisfaction, well-being and quality of life of fans (as a whole) in the stadium. Understanding the violence in the stadium as a social problem; social marketing becomes a relevant instrument to decrease the violence between supporters since behaviour change is the core concept. Social marketing principles use ideas to transform a social scenario. Social marketing seeks, in the sports area, to encourage supporters to perform an active role in the well-being process in the stadium, taking into consideration themselves, sports club, public services preservation and non-supporters. The social marketing campaign should be designed by a public organisation using the partnership with the sports clubs or sponsorships to improve the offer of well-being for individuals; however, not providing profits for anyone.

Key principle, concepts, and techniques of social marketing

2017 ◽  
Author(s):  
Jeff French
Keyword(s):  
Social Marketing ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Marketing Practice ◽  
Design And Implementation ◽  
Programme Design ◽  
Marketing Principles ◽  
Social Programme ◽  
Social Marketing Theory

This chapter sets out a hierarchical and differentiated model of social marketing principles, concepts, and techniques, based on thoughts put forward by French and Russell-Bennett (2015). In this chapter descriptive criteria of social marketing are reviewed and placed in a hierarchy of importance in order to assist practitioners, commissioners, and academics with describing and identifying social marketing practice and distinguishing it from other forms of social programme design and implementation. The description of the key principles, concepts, and techniques of social marketing set out in this chapter represents a way to conceptualize and recognize the different elements that constitute social marketing theory and practice.

scholarly journals Social marketing’s consumer myopia

2016 ◽  
Vol 6 (3) ◽  
pp. 219-239 ◽  
Author(s):  
Linda Brennan ◽  
Josephine Previte ◽  
Marie-Louise Fry
Keyword(s):  
Social Change ◽  
Behaviour Change ◽  
Social Marketing ◽  
Social Contexts ◽  
Ecological Systems ◽  
Theory And Practice ◽  
Marketing Theory ◽  
Holistic View ◽  
Content Type ◽  
The Individual

Purpose Addressing calls for broadening social marketing thinking beyond “individualistic” parameters, this paper aims to describe a behavioural ecological systems (BEM) approach to enhance understanding of social markets. Design/methodology/approach A conceptual framework – the BEM – is presented and discussed within a context of alcohol social change. Findings The BEM emphasises the relational nature of behaviour change, where individuals are embedded in an ecological system that involves the performances of behaviour and social change within historical, social, cultural, physical and environmental settings. Layers of influence on actors are characterised as macro (distant, large in scale), exo (external, remote from individuals), meso (between the individual and environments) and micro (the individual within their social setting). The BEM can be applied to guide social marketers towards creating solutions that focus on collaboration amongst market actors rather than among consumers. Practical implications The BEM contributes to a broader holistic view of social ecologies and behaviour change; emphasises the need for social marketers to embrace systems thinking; and recognises that relationships between actors at multiple layers in social change markets are interactive, collaborative and embedded in dynamic social contexts. Importantly, a behavioural ecological systems approach enables social marketers to develop coherent, integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects of social offerings, inclusive of the interactions and processes of value creation (and/or destruction) within a social marketing system to facilitate collaboration and interaction across a network of actors so as to overcome barriers and identify solutions to social problems.

scholarly journals Is Social Marketing Experiencing an Identity Crisis?

2016 ◽  
Vol 8 (3) ◽  
pp. 22
Author(s):  
Edson Coutinho da Silva ◽  
José Afonso Mazzon
Keyword(s):  
Social Responsibility ◽  
Behaviour Change ◽  
Social Marketing ◽  
Ethical Issues ◽  
Identity Crisis ◽  
Green Marketing ◽  
Cause Related Marketing ◽  
Marketing Social ◽  
Marketing Principles ◽  
Current Proposal

<p>This article aims to discuss the crisis of identity and ethical issues addressed to social marketing and understand its current proposal. This is a critical paper built from researches of several publishing material such journals and books on social marketing in order to know why social marketing principles are misrepresented. It was possible to find numerous concepts addressed to social marketing, like cause related marketing, societal marketing, social responsibility, green marketing and institutional advertising. Three criticisms are emerging in social marketing: lack of focus on strategies; clear goals of organisation of the campaign producers; and the unethical pattern of the professionals. Social marketing is an alternative for improving services in social campaigns aiming at getting better results. The main purpose of social marketing is the behaviour change any other purposes do not concern social marketing. These misunderstandings about social marketing are increasingly producing misrepresentations regarding its principles.</p>

Marketing For Sustainability: A Conceptual Framework

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Dr.Pankaj Jain
Keyword(s):  
Social Marketing ◽  
Business Processes ◽  
Green Marketing ◽  
Marketing Social ◽  
Marketing Systems ◽  
Sustainable Marketing ◽  
Marketing Activities ◽  
The Mind ◽  
Marketing Principles

This paper is an attempt to put forward a roadmap to attain sustainable marketing through social marketing, green marketing and critical marketing. Social Marketing is an approach to decide the marketing strategies and activities keeping society’s long term welfare in the mind. Social and ethical concerns are at the centre of social marketing. Green Marketing is an approach to develop and market environmentally safer products and services in and introducing sustainability efforts in various marketing and business processes. At last, Critical Marketing is an approach that calls for analyzing marketing principles, techniques and theory using a critical theory based approach. This approach helps in regulating and controlling marketing activities with a focus on sustainability as it challenges and questions the existing capitalist and marketing systems so as to achieve a more sustainable marketing system.

scholarly journals The social marketing theory-based (SMT) approach for designing interventions

2016 ◽  
Vol 6 (1) ◽  
pp. 18-40 ◽  
Author(s):  
Shamini Manikam ◽  
Rebekah Russell-Bennett
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Marketing Theory ◽  
Content Type ◽  
Step Process ◽  
The Social ◽  
Conceptual Paper ◽  
Marketing Intervention ◽  
Practical Implications ◽  
Social Marketing Theory

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The purpose of this paper is therefore to propose and demonstrate the social marketing theory (SMT)-based approach for designing social marketing interventions, campaigns or tools. Design/methodology/approach – This conceptual paper proposes a four-step process and illustrates this process by applying the SMT-based approach to the digital component of a social marketing intervention for preventing domestic violence. Findings – For effective social marketing interventions, the underpinning theory must reflect consumer insights and key behavioural drivers and be used explicitly in the design process. Practical implications – Social marketing practitioners do not always understand how to use theory in the design of interventions, campaigns or tools, and scholars do not always understand how to translate theories into practice. This paper outlines a process and illustrates how theory can be selected and applied. Originality/value – This paper proposes a process for theory selection and use in a social marketing context.

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