Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change

Sally Dibb, Marylyn Carrigan

Research output: Contribution to journalArticlepeer-review

49 Citations (Scopus)

Abstract

Purpose: The purpose of the editorial is to accompany this special issue on "Social marketing: social change".

Design/methodology/approach: The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue.

Findings: Overall, the contributed papers demonstrate that there are many layers to social marketing.

Originality/value: The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.

Original languageEnglish
Pages (from-to)1376-1398
Number of pages23
JournalEuropean Journal of Marketing
Volume47
Issue number9
DOIs
Publication statusPublished - 20 Sep 2013

Keywords

  • Behaviour change
  • Commercial marketing
  • Social change
  • Social marketing
  • Wellbeing

ASJC Scopus subject areas

  • Marketing

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