Abstract
In this editorial, critical review, and research agenda for this special section of the Journal of Marketing Management on ‘Critical Social Marketing: Towards Emancipation’, we argue that the need for critically informed approaches to pro-social behaviour and social change is ever more important. Now more than ever the world faces many ‘wicked problems’ – social problems that are complicated, multi-faceted, intractable, and can be difficult or even impossible to solve due to their complexity, incomplete knowledge about their causes and solutions, contradictory and changing perspectives, flux over time, and difficulties in changing the social systems and relations that underpin them (Rittel & Webber, 1973). The Coronavirus disease (COVID-19) pandemic continues to affect millions of lives, and climate disaster is becoming increasingly evident across the globe.
| Original language | English |
|---|---|
| Pages (from-to) | 1043-1071 |
| Number of pages | 29 |
| Journal | Journal of Marketing Management |
| Volume | 38 |
| Issue number | 11-12 |
| Early online date | 19 Oct 2022 |
| DOIs | |
| Publication status | Published - 19 Oct 2022 |
Bibliographical note
This is an Accepted Manuscript version of the following article, accepted for publication in Journal of Marketing Management. Gordon, R, Spotswood, F & Dibb, S 2022, 'Critical social marketing: towards emancipation?', Journal of Marketing Management, vol. 38, no. 11-12, pp. 1043-1071.It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
Keywords
- Marketing and society
- power
- vulnerability
- intersectionality
- bio-socio-material
- teaching
- behaviour change
- social change
ASJC Scopus subject areas
- Strategy and Management
- Marketing