Re-thinking and re-tooling the social marketing mix

Ross Gordon*

*Corresponding author for this work

Research output: Contribution to journalArticle

50 Citations (Scopus)


This article considers the role of the four Ps marketing mix model in social marketing, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required. A brief review of the four Ps marketing mix model in the mainstream marketing and social marketing fields is presented. Criticisms of the four Ps model are then examined. It is argued that the four Ps marketing mix model is outdated for application to social marketing, and an alternative approach to the social marketing mix is proposed. It is posited that an expanded approach recognizing strategies such as relational thinking, and upstream social marketing activities would offer a more suitable approach. Using a more open minded social marketing mix less reliant on the four Ps model can help guide social marketing research and practice.

Original languageEnglish
Pages (from-to)122-126
Number of pages5
JournalAustralasian Marketing Journal
Issue number2
Publication statusPublished - May 2012
Externally publishedYes

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