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dc.contributor.authorDuane, Sinead
dc.contributor.authorDomegan, Christine
dc.contributor.authorMcHugh, Patricia
dc.contributor.authorDevaney, Michelle
dc.date.accessioned2021-07-21T00:32:31Z
dc.date.available2021-07-21T00:32:31Z
dc.date.issued2016
dc.identifier.issn0267-257X
dc.identifier.doi10.1080/0267257X.2016.1189449
dc.identifier.urihttp://hdl.handle.net/10072/406179
dc.description.abstractABSTRACT: The forward thinking body of social marketing knowledge, rooted in commercial marketing tools, suffers from two potentially interlinked crisis of identity. First, there is the question of behavioural change to address difficult social problems. This embraces the development of co-ordinated multi-domain approaches for large scale social transformation. Second, there is the concept of exchange, the defining characteristic of social marketing yet problematic and the least researched of its benchmark criteria. Recognising the centrality of exchange, we address the broadening social marketing discourse, suggesting a focus beyond restricted to complex exchanges. This paper presents the insights from the application of Interactive Management, a system-based methodology, embracing a systemic change and a complex exchange agenda. Our case study finds the contexts for restricted and complex exchanges through barriers as well as structural and influence maps. Understanding complex exchanges closes the gap between the theoretical and practical debates surrounding contemporary social marketing and the role and function of exchange theory.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
dc.relation.ispartofpagefrom856
dc.relation.ispartofpageto876
dc.relation.ispartofissue9-10
dc.relation.ispartofjournalJournal of Marketing Management
dc.relation.ispartofvolume32
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode3506
dc.subject.keywordsSocial Sciences
dc.subject.keywordsBusiness
dc.subject.keywordsManagement
dc.subject.keywordsBusiness & Economics
dc.subject.keywordsSocial marketing
dc.titleFrom restricted to complex exchange and beyond: social marketing's change agenda
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationDuane, S; Domegan, C; McHugh, P; Devaney, M, From restricted to complex exchange and beyond: social marketing's change agenda, Journal of Marketing Management, 2016, 32 (9-10), pp. 856-876
dc.date.updated2021-07-21T00:29:56Z
gro.hasfulltextNo Full Text
gro.griffith.authorDomegan, Christine


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