What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence
Journal of Marketing ManagementPublished 1 June 2005
Laura McDermott, Martine Stead, Gerard Hastings
Citations132
SJR quartileQ1
SJR score1.21
SNIP1.18
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Abstract
Abstract This paper describes our experience in undertaking a review of the effectiveness of using social marketing to tackle nutrition problems. One of the biggest challenges was identifying programmes which could be genuinely defined as 'social marketing'. Here we describe how we applied and tested a framework for identifying and assessing legitimate social marketing research. Implications for both social marketing theory and practice are discussed. Keywords: SOCIAL MARKETINGNUTRITIONSYSTEMATIC REVIEW
Keywords
Social SciencesBusiness, Management and Accounting