Critical review on social marketing planning approaches

Journal article


Akbar, M Bilal, French, Jeff and Lawson, Alison 2019. Critical review on social marketing planning approaches. Social Business. https://doi.org/10.1362/204440819x15633617555894
AuthorsAkbar, M Bilal, French, Jeff and Lawson, Alison
Abstract

This paper presents the first attempt to map and critically review existing social marketing planning approaches. The discussion highlights that existing social marketing planning approaches have moved on from older product-driven models towards a more customer/citizen-oriented, stakeholder engagement and value creation narrative. There is also a growing connection between social marketing planning approaches and theories from other disciplines. This recognises that a simple push marketing strategy, which was the working principle of many early social marketing-planning approaches, is not often effective for contemporary social marketing practice. Effective social marketing planning requires a greater emphasis on new social marketing principles derived from the new global consensus social marketing definition such as more citizen focus, sustainable outcomes, and ethical practice. Thus, highlighting a need for more comprehensive social marketing planning approaches with a better understanding of recent theory development of social marketing as a field in order to be relatable and efficient. The review sets out some original thinking about how planning in the field of social marketing can be strengthened through a more inclusive adoption of both system thinking analysis and integration with other fields of theory and practice that are seeking to influence behaviour for social good. This review is exploratory in nature and evaluates only 14 social marketing planning approaches; more social marketing approached exist and could be considered in further reviews.

KeywordsSocial Marketing; Planning Approaches; Behaviour Change; Intervention; Customers
Year2019
JournalSocial Business
PublisherWestburn Publishers
ISSN2044-4087
Digital Object Identifier (DOI)https://doi.org/10.1362/204440819x15633617555894
Web address (URL)http://hdl.handle.net/10545/624331
hdl:10545/624331
Publication dates13 Nov 2019
Publication process dates
Deposited13 Dec 2019, 11:16
Accepted27 May 2019
ContributorsUniversity of Derby and Strategic Social Marketing
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