Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change

S. Dibb, Marylyn Carrigan

    Research output: Contribution to journalEditorial

    48 Citations (Scopus)
    1019 Downloads (Pure)

    Abstract

    Purpose: The purpose of the editorial is to accompany this special issue on "Social marketing: social change". Design/methodology/approach: The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue. Findings: Overall, the contributed papers demonstrate that there are many layers to social marketing. Originality/value: The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.

    Original languageEnglish
    Pages (from-to)1376-1398
    JournalEuropean Journal of Marketing
    Volume47
    Issue number9
    DOIs
    Publication statusPublished - 2013

    Bibliographical note

    This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://curve.coventry.ac.uk/open/items/d71b5cfb-e755-4958-a760-5b42e6709c58.cca4949f-4f81-f904-743a-c93d7b9168f8/1/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.

    Keywords

    • behaviour change
    • commercial marketing
    • social change
    • social marketing
    • wellbeing

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