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dc.contributor.authorDuane, Sinead
dc.contributor.authorDomegan, Christine
dc.date.accessioned2019-12-12T05:04:11Z
dc.date.available2019-12-12T05:04:11Z
dc.date.issued2019
dc.identifier.issn1470-5931en_US
dc.identifier.doi10.1177/1470593118799810en_US
dc.identifier.urihttp://hdl.handle.net/10072/389742
dc.description.abstractThe 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.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherSage Publicationsen_US
dc.relation.ispartofpagefrom169en_US
dc.relation.ispartofpageto193en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalMarketing Theoryen_US
dc.relation.ispartofvolume19en_US
dc.subject.fieldofresearchMarketingen_US
dc.subject.fieldofresearchcode1505en_US
dc.subject.keywordsSocial Sciencesen_US
dc.subject.keywordsBusiness & Economicsen_US
dc.subject.keywordsChangeen_US
dc.subject.keywordsclassificationen_US
dc.titleSocial marketing partnerships: Evolution, scope and substanceen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Articlesen_US
dcterms.bibliographicCitationDuane, S; Domegan, C, Social marketing partnerships: Evolution, scope and substance, Marketing Theory, 2019, 19 (2), pp. 169-193en_US
dc.date.updated2019-12-12T05:01:52Z
gro.hasfulltextNo Full Text
gro.griffith.authorDomegan, Christine


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