Journal of Social Marketing: Volume 3 Issue 3

From the 4Ps to COM-SM: reconfiguring the social marketing mix

Alan Tapp, Fiona Spotswood

In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained…

Fresh ideas: services thinking for social marketing

Rebekah Russell-Bennett, Matthew Wood, Jo Previte

The social marketing literature tends to focus on upstream marketing (policy) and downstream (individual behaviour change) and has a limited view on midstream (working with…

Value co-creation in social marketing: functional or fanciful?

Christine Domegan, Katie Collins, Martine Stead, Patricia McHugh, Tim Hughes

Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing…

Examining the impact of experience on value in social marketing

Nadia Zainuddin

The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study…

Beyond persuasion: a cultural perspective of behaviour

Fiona Spotswood, Alan Tapp

This research suggests that understanding problem behaviours through a cultural lens may offer multifarious layers of insight and provide opportunities for more effective…

New ideas – fresh thinking: towards a broadening of the social marketing concept?

Ross Gordon