Social marketing transformed: Kotler, Polonsky and Hastings reflect on social marketing in a period of social change

Purpose - The purpose of the editorial is to accompany this special issue on "Social marketing: social change". Design/methodology/approach - The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this spec...

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Bibliographic Details
Published in:European journal of marketing 2013-01, Vol.47 (9), p.1376-1398
Main Authors: Dibb, Sally, Carrigan, Marylyn
Format: Article
Language:English
Subjects:
Behavior
Colleges & universities
Marketing
Social change
Social marketing
Citations: Items that this one cites
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Description
Summary:Purpose - The purpose of the editorial is to accompany this special issue on "Social marketing: social change". Design/methodology/approach - The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue. Findings - Overall, the contributed papers demonstrate that there are many layers to social marketing. Originality/value - The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.
ISSN:0309-0566
1758-7123
DOI:10.1108/EJM-05-2013-0248