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  • Social marketing partnerships: Evolution, scope and substance

    Author(s)
    Duane, Sinead
    Domegan, Christine
    Griffith University Author(s)
    Domegan, Christine
    Year published
    2019
    Metadata
    Show full item record
    Abstract
    The popularity and benefits of social marketing partnerships accord partnerships as the 5th ‘P’ of the social marketing mix and an essential element of interventions. Yet the scope and substance of partnerships within social marketing remains ambiguous and is an underutilized marketing mix tool. This article critically examines over 50 years of social marketing academic literature to uncover and unpack the full potential of social marketing partnerships and the various forms taken. Periodization is applied as a lens and method for modelling partnership evolution over time. Three dominant eras of social marketing partnerships ...
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    The popularity and benefits of social marketing partnerships accord partnerships as the 5th ‘P’ of the social marketing mix and an essential element of interventions. Yet the scope and substance of partnerships within social marketing remains ambiguous and is an underutilized marketing mix tool. This article critically examines over 50 years of social marketing academic literature to uncover and unpack the full potential of social marketing partnerships and the various forms taken. Periodization is applied as a lens and method for modelling partnership evolution over time. Three dominant eras of social marketing partnerships are evident; the period of transaction, the period of formalization and the period of integrated systems, each with different partnership understandings and characteristics. By examining social marketing partnerships as an evolving entity, this article identifies a ‘constant flux’ trajectory, with partnerships continuing to respond and react to broadening environmental and theoretical catalysts with the development of a model of social marketing partnerships in sight.
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    Journal Title
    Marketing Theory
    Volume
    19
    Issue
    2
    DOI
    https://doi.org/10.1177/1470593118799810
    Subject
    Commerce, management, tourism and services
    Marketing
    Social Sciences
    Business & Economics
    Change
    classification
    Publication URI
    http://hdl.handle.net/10072/389742
    Collection
    • Journal articles

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