It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this “social marketing.” The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.
Get full access to this article
View all access options for this article.
References
1.
Advisory Council on the Misuse of Drugs. 1993. Drug education in schools: The need for a new impetus. London: HMSO.
2.
Allott, R., R. Paxton, and R. Leonard. 1999. Drug education: a review of British government policy and evidence on effectiveness. Health Education Research Theory and Practice14 (4): 491-505.
3.
Andreasen, A. R. 1994. Social marketing: It's definition and domain. Journal of Public Policy and Marketing13 (1): 108-114.
4.
Andreasen, A. R. 1995. Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass.
5.
Andreasen, A. R. 2001a. Ethics in social marketing. Washington, DC: Georgetown University Press.
6.
—. 2001b. Correspondence with author by e-mail, November 25.
7.
Arnold, M., and J. Fisher. 1996. Counterculture, criticisms and crisis: Assessing the effect of the sixties on marketing thought. Journal of Macromarketing16 (1): 18-132.
8.
Bagozzi, R. P. 1974. Marketing as an organised behavioral system of exchange. Journal of Marketing38 (October): 77-81.
9.
Bagozzi, R. P. 1975. Marketing as exchange. Journal of Marketing39 (October): 32-39.
10.
Bandura, A. 1986. Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
11.
Barbas, A., and B. Horn. 1993. Marketing traffic safety. The OECD Observer181:30-32.
12.
Berry, L L. 1983. Relationship marketing. In Emerging perspectives on services marketing, edited by L. L. Berry, L. Shostack, and G. Upah, 25-28. Chicago: American Medical Association.
13.
Black, D. R., E. A. Loftus, R. Chetterjee, S. Tiffany, and A. S. Barrow. 1993. Smoking cessation interventions for university students: Recruitment and program design considerations based on social marketing theory. Preventive Medicine22:388-399.
14.
Black, D., J. N. Morris, C. Smith, and P. Townsend. 1980. Inequalities in health [The Black Report]. London: Department of Health and Social Security.
15.
Blakey, V., and E. Pullen. 1991. You don't have to say you love me: An evaluation of a drama-based sex education project for schools. Health Education Journal50 (4): 161-165.
16.
Borden, N. H. 1964. The concept of the marketing mix. Journal of Advertising Research4 (2): 2-7.
17.
Bouman, M., L. Maas, and G. Kok. 1998. Health education in television entertainment—“Medisch Centrum West”: A Dutch drama serial. Health Education Research Theory and Practice13 (4): 503-518.
18.
Buchanan, D. R., S. Reddy, and Z. Hossain. 1994. Social marketing: A critical appraisal. Health Promotion International9 (1): 49-57.
19.
Currence, C. 1997. Demographic and lifestyle data: A practical application to stimulating compliance with mammography guidelines among poor women. In Social marketing: Theoretical and practical perspectives, chap. 8, edited by M. E. Goldberg, M. Fishbein, and S. E. Middlestadt. Mahwah, NJ: Lawrence Erlbaum.
20.
Denman, S., J. Pearson, D. Moody, P. Davis, and R. Madeley. 1995. Theatre in education on HIV and AIDS: A controlled study of schoolchildren's knowledge and attitudes. Health Education Journal54 (1): 3-17.
21.
Eadie, D. R., and C. J. Smith. 1995. The role of applied research in public health advertising: Some comparisons with commercial marketing. Health Education Journal54:367-380.
22.
Elliott, B. 1995a. The inapplicability of the exchange concept to social marketing. Paper presented at the Marketing and Public Policy Conference, May, Atlanta, GA.
23.
Elliott, B. 1995b. The limits to marketing: On the side of the angels. Paper presented at the Advertising and Social Marketing Conference, Society for Consumer Psychology, May, Atlanta, GA.
24.
Evans, M., H. Stoddart, L. Condon, E. Freeman, M. Grizzell, and R. Mullen. 2001. Parents' perspectives on the MMR immunization: A focus group study. British Journal of General Practice51:904-910.
25.
Fine, S., ed. 1990. Social marketing: Promoting the causes of public and nonprofit agencies. Boston: Allyn & Bacon.
26.
Fortmann, S. P., J. A. Flora, M. A. Winkleby, C. Schooler, C. B. Taylor, and J. W. Farquhar. 1995. Community intervention trials: Reflections on the Stanford Five-City Project experience. American Journal of Epidemiology142 (6): 576-586.
27.
Grönroos, C. 1994. From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Management Decision32 (2): 4-20.
28.
Gummesson, E. 1994. Making relationship marketing operational. International Journal of Services Management5 (5): 5-20.
29.
Håkansson, H. 1982. International marketing and the purchasing of industrial goods. New York: John Wiley.
30.
Hastings, G. B., and A. J. Haywood. 1991. Social marketing and communication in health promotion. Health Promotion International6 (2): 135-145.
31.
Hastings, G. B., and D. S. Leathar. 1987. The creative potential of research. International Journal of Advertising6:159-168.
32.
Hastings, G. B., L. MacFadyen, and S. Anderson. 2000. Whose behaviour is it anyway? The broader potential of social marketing. Social Marketing Quarterly6 (2): 46-58.
33.
Hastings, G. B., M. Stead, and L. MacFadyen. 2002. Reducing prison numbers: Does marketing hold the key? Criminal Justice Matters49:20-21, 43.
34.
Hastings, G. B., M. Stead, and A. M. MacKintosh. Forthcoming. Rethinking drugs prevention: Radical thoughts from social marketing. Health Education Journal.
35.
Hastings, G. B., M. Stead, M. Whitehead, R. Lowry, L. MacFadyen, D. McVey, L. Owen, and K. Tones. 1998. Using the media to tackle the health divide: Future directions. Social Marketing Quarterly4 (3): 42-67.
36.
Heskett, J. L. 1987. Lessons in the service sector. Harvard Business Review65 (2): 118-126.
King, A. C. 1998. How to promote physical activity in a community: Research experiences from the US highlighting different community approaches. Patient Education and Counselling33 (1 suppl.): S3-S12.
39.
Kotler, P., and G. Zaltman. 1971. Social marketing: An approach to planned social change. Journal of Marketing35:3-12.
40.
Leathar, D. S. 1987. The development and assessment of mass media campaigns: The work of the Advertising Research Unit. Journal of the Institute of Health Education25 (2): 65-72.
41.
Leathar, D. S. 1988. Be all you can be study—Part 1. Journal of the Institute of Health Education26 (1): 6-12.
42.
Leathar, D. S., and G. B. Hastings. 1987. Social marketing and health education. Journal of Services Marketing1 (2): 49-52.
43.
Lefebvre, R. C. 1992a. Social marketing and health promotion. In Health promotion: Disciplines and diversity, edited by R. Bunton and G. MacDonald, 153-181. London: Routledge.
44.
Lefebvre, R. C. 1992b. The social marketing imbroglio in health promotion. Health Promotion International7 (1): 61-64.
45.
Lefebvre, R. C., L. Doner, C. Johnston, K. Loughrey, G. I. Balch, and S. M. Sutton. 1995. Use of database marketing and consumer-based health communication in message design: An example from the office of cancer communications' “5 A Day for Better Health” program. In Designing health messages: Approaches from communication theory and public health practice, edited by E. Maibach and R. L. Parrott, 217-246. Thousand Oaks, CA: Sage.
46.
Lefebvre, R. C., and J. A. Flora. 1988. Social marketing and public health intervention. Health Education Quarterly15 (3): 299-315.
47.
Levitt, T. 1960. Marketing myopia. Harvard Business Review38 (4): 45-56.
48.
Maibach, E. W., and D. Cotton. 1995. Moving people to behaviour change: A staged social cognitive approach to message design. In Designing health messages. Approaches from communication theory and public health practice, edited by E. Maibach and R. L. Parrott, 41-64. Thousand Oaks, CA: Sage.
49.
Manoff, R. K. 1985. Social marketing: New imperative for public health. New York: Praeger.
50.
Marshall, T. 1999. Restorative justice: An overview. A report by the Home Office Research Development and Statistics Directorate. London: Home Office.
51.
McCarthy, E. J. 1960. Basic marketing. Homewood, IL: Irwin.
52.
Morgan, R. M., and S. D. Hunt. 1994. The commitment-trust theory of relationship marketing. Journal of Marketing58 (July): 20-38.
53.
O'Driscoll, A., and J. A. Murray. 1998. The changing nature of theory and practice in marketing: On the value of synchrony. Journal of Marketing Management14:391-416.
54.
O'Malley, L., and C. Tynan. 2000. Relationship marketing in consumer markets: Rhetoric or reality? European Journal of Marketing34 (7): 797-815.
55.
Orme, J., and F. Starkey. 1998. Evaluation of HPSA/Bristol Old Vic Primary Drug Drama Project 1997/98. Full report. Bristol, UK: Faculty of Health and Social Care, University of the West of England.
56.
Orme, J., and F. Starkey. 1999. Young people's views on drug education in schools: Implications for health promotion and health education. Health Education4 (July): 142-152.
57.
Palmer, A. 2000. Co-operation and competition: A Darwinian synthesis of relationship marketing. European Journal of Marketing34 (5/6): 687-704.
58.
Parvatiyar, A., and J. N. Sheth. 1997. Paradigm shift in interfirm marketing relationships: Emerging research issues. Research in Marketing13:233-255.
59.
Pentz, M. A., S. F. Mihalic, and J. K. Grotpeter. 1997. Blueprints for violence prevention: Book one—The Midwestern Prevention Project. Ser. ed. D. S. Elliott. Boulder: University of Colorado.
60.
Prochaska, J. O., and C. C. DiClemente. 1983. Stages and processes of self-change of smoking: Toward an integrative model of change. Journal of Consulting and Clinical Psychology51:390-395.
61.
Rajagopal, S., and K. N. Bernard. 1993. Strategic procurement and competitive advantage. Journal of Purchasing and Materials Management29 (4): 13-20.
62.
Richardson, F. 2001. Packages: The money or the options. Business Review Weekly23 (20). Retrieved from http://www.brw.com.au.
63.
Rothschild, M. 1999. Carrots, sticks and promises: A conceptual framework for the management of public health and social issues behaviour. Journal of Marketing46 (winter): 15-26.
64.
Sheth, J. N., and A. Parvatiyar. 1995. The evolution of relationship marketing. International Business Review4 (4): 397-418.
65.
Smith, R. 1997. Gap between death rates of rich and poor widens. British Medical Journal314:9.
66.
Stead, M., and G. B. Hastings. 1996. Advertising in the social marketing mix: Getting the balance right. In Social marketing: Theoretical and practical perspectives, edited by M. Goldberg, M. Fishbein, and S. Middelstadt. Hillsdale, NJ: Lawrence Erlbaum.
67.
Stead, M., A. M. MacKintosh, D. R. Eadie, and G. B. Hastings. 2000. NE Choices: The development of a multi-component drug prevention programme for adolescents. Home Office Drugs Prevention Advisory Service (DPAS) Paper 4. ISBN 1-84082-514-6. London: Home Office.
68.
Stead, M., A. M. MacKintosh, D. R. Eadie, and G. B. Hastings. 2001. NE Choices: The results of a multi-component drug prevention programme for adolescents. Home Office Drugs Prevention Advisory Service (DPAS) Paper 14. ISBN 1-84082-741-6. London: Home Office.
69.
Sugg Skinner, C., V. J. Strecher, and H. Hospers. 1994. Physicians' recommendations for mammography: Do tailored messages make a difference? American Journal of Public Health84 (1): 43-49.
70.
Tones, K. 1996. Models of mass media: Hypodermic, aerosol or agent provocateur? Drugs: Education, Prevention and Policy3 (1): 29-37.
71.
Tynan, C. 1997. A review of the marriage analogy in relationship marketing. Journal of Marketing Management13 (7): 695-704.
72.
Umbreit, M., R. Coates, and A. Roberts. 1997. Cross-national impact of restorative justice through mediation and dialogue. ICCA Journal of Community Corrections8 (2): 46-50.
73.
U.S. Department of Health and Human Services. 1980. Pretesting in health communication. Washington, DC: U.S. Department of Health and Human Services.
74.
Whitehead, M. 1992. The health divide. In Inequalities in health: The Black report and the health divide, 2d ed., edited by P. Townsend, M. Whitehead, and N. Davidson. London: Penguin.
75.
Wiebe, G. D. 1951-52. Merchandising commodities and citizenship in television. Public Opinion Quarterly15 (winter): 679-691.
