Social Marketing: An Approach to Third-World Development

Duhaime, Carole P.; McTavish, Ronald; Ross, Colin J.D.

doi:10.1177/027614678500500102

Cited by 40 publications

(21 citation statements)

References 12 publications

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“…Government led campaigns in the 1970s targeted pharmacists and small shops in developing countries including Jamaica, Kenya, Colombia, and Sri Lanka. Effective implementation of government-led family planning campaigns also occured in Bangladesh, Thailand, and Mexico (Duhaime, McTavish, and Ross 1985). The success of these programs suggested that many social problems confronting developing countries might be solvable by using a social marketing approach (Andreasen 2006).…”

Section: Government-led Social Marketing Interventionsmentioning

confidence: 99%

Government-led Macro-social Marketing Programs in Vietnam

Truong

2016

Journal of Macromarketing

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Although social marketing is regarded as an effective consumer-oriented approach to promoting behavioral change and improved well-being for individuals and communities, its potential for generating societal change is still under-researched. This article examines government-led macro-social marketing in Vietnam, a country where the national government is interested in using social marketing to engender societal change. Using a search strategy, we identify four macro-social marketing programs that target smoking cessation, helmet use, drunk driving prevention, and nutrition. These programs have achieved meaningful outcomes but are facing some critical challenges. We argue that policy change can become an important component of social marketing intervention but that it may not be sufficient to create societal change in Vietnam. Measures are required so that policies are implemented. Furthermore, social marketers need to consider the social and cultural environment that enables societal change to occur.

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Section: Government-led Social Marketing Interventionsmentioning

confidence: 99%

Government-led Macro-social Marketing Programs in Vietnam

Truong

2016

Journal of Macromarketing

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“…Marketing researchers have shown an interest in investigating the evolution of the marketing thought (Bartels, 1988; Duhaime, McTavish, & Ross, 1985; Ger, 1992; Kotler & Levy, 1969; Wilkie & Moore, 1999, 2003) and marketing research traditions, patterns, and paradigms (Zinkhan, 2006). Others have analyzed marketing research authorship (Eaton, Ward, Kumar, & Reingen, 1999), citation patterns (Baumgartner & Pieters, 2003; Peterson, 2005), and marketing journal rankings (Easton & Easton, 2003; Mort, McColl-Kennedy, Kiel, & Soutar, 2004; Moussa & Touzani, 2010).…”

Section: Introductionmentioning

confidence: 99%

Social Marketing

Truong

2014

Social Marketing Quarterly

174

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This article examines the development of social marketing research from 1998 to 2012. Drawing upon journal and database searches, 867 articles were retrieved and then analyzed in the light of the content analysis method. The article indicates that social marketing has captured increasing research attention, as evidenced by the growing number of articles published. U.S.- and U.K.-based researchers and institutions have contributed significantly to shaping knowledge in the field. Public health has predominantly been the research topic and hence more articles have been published in health-related journals than in marketing-related journals. Substantial research has focused on downstream social marketing, while the upstream and critical dimension has been given limited attention. Behavior change theories underlying social marketing studies were not always reported, leading to difficulties in identifying common factors in effective interventions. Social marketing research has been dominated by qualitative methods, although both quantitative and mixed methods are gaining prominence. Limitations to the article are discussed and gaps for further research indicated.

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“…While he cited no study in particular, he might have had in mind Duhaime, McTavish, and Ross’ “Social Marketing: An Approach to Third-World Development” (1985; see also Truong 2017).…”

Section: The Origins Of Marketing: the German Historical School Instmentioning

confidence: 99%

Our Obsolete Marketing Mentality: George Fisk, Meet Karl Polanyi

Benton

2020

Journal of Macromarketing

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Marketing in general can have greater influence if a new, yet old, perspective on marketing is adopted—something akin to the original orientation of marketing. Adopting George Fisk’s definition of marketing and marrying it with notions derived from the institutional economist Karl Polanyi is proposed. The histories of marketing thought and of institutional economics are reviewed to demonstrate their affinity and similar origins. Fisk’s conceptualization of marketing as societies’ provisioning systems is shown to correspond with Polanyi’s conceptualization of economies as instituted processes, admitting more than the market and the state as ways economies have historically and cross-culturally integrated with society. The obsolete marketing mentality is that marketers, including macromarketers, are overly fixated on the market and ignore or overlook alternatives. The Fisk/Polanyi orientation will attract macromarketers interested in marketing and development, critical marketing, sustainability, alternative economies, and those interested in the long-term prospects of macromarketing. Adopting this old, but new, framework will connect the past with the future, permit macromarketers make a mark on a larger intellectual landscape and serve to invite scholars in this larger landscape to engage with macromarketing.

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Social Marketing: An Approach to Third-World Development

Cited by 40 publications

References 12 publications

Government-led Macro-social Marketing Programs in Vietnam

Government-led Macro-social Marketing Programs in Vietnam

Social Marketing

Our Obsolete Marketing Mentality: George Fisk, Meet Karl Polanyi

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