What is it about?

Ten Social Marketing Theory Development Goals (goals) categorised in three groups: (i) research design; (ii) building social marketing theory; and (iii) methodological innovation are outlined to assist social marketers to develop new ways of thinking that will deliver the theory and evidence base needed to outline what practitioners and policy makers should do to effect change.

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Why is it important?

It is time to break free and deliver frameworks that extend focus beyond individuals to all citizens, and apply new evaluation approaches that assess individual and structural changes.


Theory should underpin all that we do in social marketing.

Dr. Taylor Jade Willmott
University of Adelaide

Read the Original

This page is a summary of: Social marketing theory development goals: an agenda to drive change, Journal of Marketing Management, January 2019, Taylor & Francis, DOI: 10.1080/0267257x.2018.1559871.
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