Social marketing: conceptual and pragmatic observations from a current Australian campaign

Gregory R. Elliott*, David A. Unsworth, Michelle K. Gomel, John B. Saunders, Michael Mira

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)

Abstract

In this paper the authors discuss the meaning of social marketing and its essential differences from “conventional” marketing. Further, by reference to a current campaign which seeks to maximize adoption by medical general practitioners of an “early intervention” package to prevent development of alcohol-related problems in patients, the authors discuss the merits of the application of social marketing principles to such a public health campaign. The difficulties experienced in both the application of social marketing principles to this campaign and in empirically assessing the effectiveness of this and similar campaigns are also discussed. The authors conclude that, although the validity of social marketing as a theoretical construct is unimpeachable, there is much further work to be done in establishing empirically the effectiveness of the application of the principles of social marketing as a social change strategy.

Original languageEnglish
Pages (from-to)581-591
Number of pages11
JournalJournal of Marketing Management
Volume10
Issue number7
DOIs
Publication statusPublished - 1994

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