Social marketing theory development goals: an agenda to drive change

Rundle-Thiele, Sharyn, David, Patricia, Willmott, Taylor, Pang, Bo, Eagle, Lynne, and Hay, Rachel (2019) Social marketing theory development goals: an agenda to drive change. Journal of Marketing Management, 35 (1-2). pp. 160-181.

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Environmental, health, and social change is complex and frequently is framed as a problem(s) to be solved. This framing focuses effort on delivery of solutions designed to change systemic environmental, health, and social problems. Theory, an organising framework for effort, remains under-utilised in behavioural and social sciences. AN individual psychological lens dominates and emphasis is placed on explaining and predicting individ ual behaviour and not behavioural change. It is time to break free and deliver frameworks that extend focus beyond individuals to all citizens, and apply new evaluation approaches that assess individual and structural changes. Ten Social Marketing Theory Development Goals (goals) categorised in three groups: (i) research design; (ii) building social marketing theory; and (iii) methodological innovation are outlined to assist social marketers to develop new ways of thinking that will deliver the theory and evidence base needed to outline what practitioners and policy makers should do to effect change.

Item ID: 56967
Item Type: Article (Research - C1)
ISSN: 1472-1376
Keywords: behaviour change; social marketing; theory; theory application
Copyright Information: © 2019 Westburn Publishers Ltd.
Date Deposited: 18 Feb 2019 04:01
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350608 Marketing theory @ 100%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970116 Expanding Knowledge through Studies of Human Society @ 70%
97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 10%
96 ENVIRONMENT > 9607 Environmental Policy, Legislation and Standards > 960703 Environmental Education and Awareness @ 20%
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