Social marketing: thoughts from an empathetic outsider. Issue 11 (23rd July 2016)

• Record Type: Journal Article
• Authors: Bakan, Joel
• Is Part Of: Journal of marketing management. Volume 32:Issue 11/12(2016)
• Page Start: 1183
• Page End: 1189
• Publication Date: 2016-07-23
• Subjects: Social marketing -- critical thinking -- individualisation -- advertising; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2016.1171035
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: Social marketing holds great hope for promoting well-being and social good. Yet, as a 'master's tools' strategy it must be deployed carefully and critically to ensure campaigns are not co-opted by the individualising and issue shaping forces of mainstream marketing. Moreover, social marketing strategies should go beyond promoting better and healthier choices for individuals, and be deployed to encourage critical thinking, political engagement and social action.