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Critiquing social marketing's approaches to address social change agendas: issues, challenges and debates about inclusion

Critiquing social marketing's approaches to address social change agendas: issues, challenges and debates about inclusion

The papers assembled in this ebook challenge the extant thinking on the disparate ‘streams’ of thought in social marketing, which take-up either an upstream or downstream approach to social change. The papers showcase conceptual thinking and new ideas about social change programs based on empirical evidence, which can move social marketing theorisation, research and program evaluations of wicked problems beyond taken-for granted assumptions and theoretical orthodoxies. The broader project of this special issue is to strengthen discussion of broadening perspectives on social marketing theory and practice, as initiated by other social marketing scholars. At the same time it also brings these broadening perspectives together to demonstrate how they can relate and co-exist in an agenda for social change.


Examining alcohol management practices in community sports clubs: a systems approach,Guest editorial,Iceland: how social mechanisms drove the financial collapse and why it’s a wicked problem,Is there an intersection between “market justice” and “social justice”? An analysis of ENDS marketing,Non-linear causal modelling in social marketing for wicked problems,Social marketing strategy and industry involvement,The role of corporate social marketing,Travelling alone or travelling far? Meso-level value co-creation by social marketing and for-profit organisations

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