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What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence | Synapse

June 1, 2005Journal of Marketing Management134 citations

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What Is and What Is Not Social Marketing: The Challenge of Reviewing the Evidence

LMLaura McDermottMathematica Policy Research MSMartine SteadUniversity of Stirling GHGerard HastingsThe Ohio State University

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Abstract

Abstract This paper describes our experience in undertaking a review of the effectiveness of using social marketing to tackle nutrition problems. One of the biggest challenges was identifying programmes which could be genuinely defined as 'social marketing'. Here we describe how we applied and tested a framework for identifying and assessing legitimate social marketing research. Implications for both social marketing theory and practice are discussed. Keywords: SOCIAL MARKETINGNUTRITIONSYSTEMATIC REVIEW

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McDermott et al. (Wed,) studied this question.

synapsesocial.com/papers/6a21bf09c7d7fafa4ae36198 https://doi.org/https://doi.org/10.1362/0267257054307408