Critical social marketing: towards emancipation?

Ross Gordon; Fiona Spotswood; Sally Dibb

doi:10.1080/0267257X.2022.2131058

Critical social marketing: towards emancipation?

Ross Gordon
, Fiona Spotswood
, Sally Dibb

Research output: Contribution to journal › Editorial › peer-review

18 Citations (Scopus)

26 Downloads (Pure)

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	https://doi.org/10.1080/0267257X.2022.2131058
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

Access to Document

10.1080/0267257X.2022.2131058

Dibb2022AAM Accepted author manuscript, 1.44 MBLicence: CC BY-NC

Cite this

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title = "Critical social marketing: towards emancipation?",

abstract = "In this editorial, critical review, and research agenda for this special section of the Journal of Marketing Management on {\textquoteleft}Critical Social Marketing: Towards Emancipation{\textquoteright}, 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 {\textquoteleft}wicked problems{\textquoteright} – 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.",

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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. ",

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Critical social marketing: towards emancipation?

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

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