Transformations: social marketing and social change - macro, meso and micro perspectives (Editorial)
Author(s)
Brennan, Linda
Fry, Marie-Louise
Griffith University Author(s)
Year published
2016
Metadata
Show full item recordAbstract
The impetus for this special issue arose from the 2014 Australia and New Zealand Marketing Academy Conference (ANZMAC). In reviewing the social marketing papers submitted, it was evident that many papers were addressing social marketing issues across key sectors of the broader market system – upstream/macro, midstream/meso and downstream/micro. Yet, what was more evident is the extent to which papers were elaborating on the challenges and complexities of facilitating social change across and between the differing market level systems. Attempts were being made to push social marketing theory and practice beyond behaviour ...
View more >The impetus for this special issue arose from the 2014 Australia and New Zealand Marketing Academy Conference (ANZMAC). In reviewing the social marketing papers submitted, it was evident that many papers were addressing social marketing issues across key sectors of the broader market system – upstream/macro, midstream/meso and downstream/micro. Yet, what was more evident is the extent to which papers were elaborating on the challenges and complexities of facilitating social change across and between the differing market level systems. Attempts were being made to push social marketing theory and practice beyond behaviour change by examining the interrelationships that occur across and within a broader behaviour change market. No longer is it sufficient to simply examine challenges of upstream or downstream social change as discrete entities. Rather, social marketing research is increasingly moving towards considering social change from a more holistic view of how overlapping sectors of the market system interact and interconnect, enabling social marketers, government, organisations and societies to shape social change, alongside the individuals who are affected within the social system. This special issue extends a continuing theme within the Journal of Social Marketing which is to challenge those in the domain to better advance social marketing scholarship and applied practice to enhance societal level well-being.
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View more >The impetus for this special issue arose from the 2014 Australia and New Zealand Marketing Academy Conference (ANZMAC). In reviewing the social marketing papers submitted, it was evident that many papers were addressing social marketing issues across key sectors of the broader market system – upstream/macro, midstream/meso and downstream/micro. Yet, what was more evident is the extent to which papers were elaborating on the challenges and complexities of facilitating social change across and between the differing market level systems. Attempts were being made to push social marketing theory and practice beyond behaviour change by examining the interrelationships that occur across and within a broader behaviour change market. No longer is it sufficient to simply examine challenges of upstream or downstream social change as discrete entities. Rather, social marketing research is increasingly moving towards considering social change from a more holistic view of how overlapping sectors of the market system interact and interconnect, enabling social marketers, government, organisations and societies to shape social change, alongside the individuals who are affected within the social system. This special issue extends a continuing theme within the Journal of Social Marketing which is to challenge those in the domain to better advance social marketing scholarship and applied practice to enhance societal level well-being.
View less >
Journal Title
Journal of Social Marketing
Volume
6
Issue
3
Subject
Marketing
Sociology
Social Sciences
Business
Business & Economics