Special issue on social marketing, social change

Citation

(2011), "Special issue on social marketing, social change", European Journal of Marketing, Vol. 45 No. 5. https://doi.org/10.1108/ejm.2011.00745eaa.002

Special issue on social marketing, social change

Article Type: Call for papers From: European Journal of Marketing, Volume 45, Issue 5

Guest Editors: Professor Sally Dibb and Dr Marylyn CarriganThe Open University Business School, UK

Social marketing in the twenty-first century has grown in status as an innovative approach to social change (Andreasen, 2003). From those early suggestions that marketing might be harnessed to promote more than goods and services (Wiebe, 1951-52), Kotler and Levy (1969) went on to argue for a broader remit for marketing, one that superseded toothpaste and soap, challenging detractors (Luck, 1969; Bartels, 1974) who believed that this would divert marketing attention away from critical issues. The academic ``birth'' of social marketing in 1971 (Kotler and Zaltman, 1971) has now led to almost 40 years of research and discussion within the field. Social marketing during that time has found ``its true nature'' namely, changing behaviour (Andreasen, 2003, p. 296), but there is still further to go.

Lazer and Kelly (1973) define social marketing as ``concerned with the application of marketing knowledge, concepts, and techniques to enhance social as well as economic ends. It is also concerned with the analysis of the social consequences of marketing policies, decisions and activities.'' The special issue's timing is especially relevant in the current global economic and social market turbulence. Marketers seek to influence consumer behaviour, yet much ill health and many social problems are caused by human behaviour (Hastings and Saren, 2003). Social marketing puts these two phenomena together but, rather than diverting marketing's attention away from critical issues, social marketers use marketing insights to address social behaviours. Social marketing bridges the social and commercial worlds, can bring mutual understanding and can ``broker a way forward'', by ``exploiting its twin understanding of the good and the bad that marketing can bring to society'' (Hastings and Saren, 2003, p. 315).

While it is increasingly recognised that social marketing can be an effective way to impact on people's behaviour, providing a fuller critique and understanding of marketing processes and outcomes, the potential for doing so has been far from fully realised. This special issue of the European Journal of Marketing is an opportunity to present new insights, research and debate in the field of social marketing and to examine the latest leading-edge theoretical, empirical and methodological progress in social marketing across consumer and organisational markets.

Given the current global economic and social challenges faced by business and society, this special issue will be a timely opportunity to evaluate the empirical development that has taken place in the field of social marketing, as well as to give some thought to its future direction. In particular, theoretical, empirical and methodological papers are invited in the following areas:

• •

  Critical reviews of the research and history of social marketing

• •

  Theoretical and conceptual contributions of social marketing

• •

  Social marketing models and frameworks

• •

  Social marketing and social change

• •

  Social marketing, relationships, networks and community

• •

  Social marketing's application to sustainability and responsible consumption

• •

  Anti-consumption and consumer resistance

• •

  Segmentation and social marketing

• •

  Consumer behaviour, undesired self and image congruency

• •

  Ethics and social marketing

• •

  Social marketing as de-marketing

• •

  Branding and social marketing

• •

  Social communication, social media and the internet

• •

  Aspects of social marketing and perceptions of free choice, coercive exchange and power

• •

  Cross-cultural challenges in social marketing

• •

  Public policy and the interface with social marketing

• •

  Social issues and public health, e.g. smoking cessation; responsible drinking; health and nutrition

• •

  Demographics, market research and social marketing

• •

  Social marketing in prevention and preventive programming.

Papers in other areas will also be considered by the editors. All manuscripts submitted must strictly follow the author guidelines for the European Journal of Marketing. These are available on the journal homepage at: www.emeraldinsight.com/ejm.htm

The closing date for submissions is 30 September 2011 for publication in Spring 2013.

Submissions process

Submissions to European Journal of Marketing are made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access are available at: http:// mc.manuscriptcentral.com/ejm Full information and guidance on using ScholarOne Manuscripts are available at the Emerald ScholarOne Manuscripts Support Centre: http://msc.emeraldinsight.com

^.Log on to European Journal of Marketing at: http://mc.manuscriptcentral.com/ejm with your username and password. This will take you through to the Welcome page (to consult the Author Guidelines for this journal, click on the Home Page link in the Resources column).

• •

  Click on the Author Centre button.

• •

  Click on the ``submit a manuscript'' link, which will take you through to the Manuscript Submission page.

• •

  Complete all fields and browse to upload your article (ensure that this is uploaded to the special issue and not a regular issue).

• •

  When all required sections are completed, preview your .pdf proof

• •

  Submit your manuscript.

Please direct queries to:

Prof. Sally Dibb, ISM-Open, OUBS, The Open University,Waltham Hall, Milton Keynes MK7 6AAE-mail: s.dibb@open.ac.uk