Marketing social marketing
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Abstract
Purpose – The purpose of this paper is to critically evaluate the state of social marketing in the light of the Second World Social Marketing Conference. The paper refers to keynote speeches and presentations to illustrate the contradictions and confusion in contemporary social marketing thought which may be hindering the acceptance and adoption of social marketing principles.Design/methodology/approach – Arguments are based on the author's participation in, and reflections on, the conference itself.Findings – It is suggested that the name “social marketing” itself may be confusing to policy makers and practitioners, particularly with the massive growth in social media. The increased involvement of profit‐making organisations is also questioned along with the usefulness of commercial marketing theory. The paper argues that in the light of current trends and obvious confusion a repositioning is required to focus social marketing theory and practice around a mission to provide better non‐profit services for...