Providing evidence for social marketing's effectiveness

Martine Stead*, Ross Gordon

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Citations (Scopus)

Abstract

This chapter sets out the need for providing evidence of effectiveness and examines the challenges this poses to social marketing. It focuses primarily on reviewing evidence of social marketing's effectiveness in four areas: nutrition, substance misuse, physical activity, and the workplace. It concludes that although definitive proof of effectiveness is often unobtainable, efforts to develop and refine evidence of the impact of social marketing initiatives should, and indeed must, continue.

Original languageEnglish
Title of host publicationSocial Marketing and Public Health
Subtitle of host publicationTheory and Practice
EditorsJeff French, Clive Blair-Stevens, Dominic McVey, Rowena Merritt
Place of PublicationOxford; New York
PublisherOxford University Press
Pages81-96
Number of pages16
ISBN (Electronic)9780191720413
ISBN (Print)9780199550692
DOIs
Publication statusPublished - 1 Feb 2010
Externally publishedYes

Keywords

  • Nutrition
  • Physical activity
  • Social marketing
  • Substance abuse
  • The workplace

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