The meaning, effectiveness and future of social marketing

Citation

Stead M, Hastings G & McDermott L (2007) The meaning, effectiveness and future of social marketing. Obesity Reviews, 8 (Supplememt 1), pp. 189-193. https://doi.org/10.1111/j.1467-789X.2007.00340.x

Abstract
First paragraph: The unique feature of social marketing is that it takes learning from the commercial sector and applies it to the resolution of social and health problems. This idea dates back to 1951, when Wiebe asked the question 'Can brotherhood be sold like soap?' For the first time, people began to think seriously that methods used very successfully to influence behaviour in the commercial sector might transfer to a non-profit arena. Wiebe evaluated four different social change campaigns, and concluded that the more similarities they had with commercial marketing, the more successful they were.

Keywords
Effectiveness; Future; marketing; meaning; Social marketing

Journal
Obesity Reviews: Volume 8, Issue Supplememt 1

People

Professor Gerard Hastings

Emeritus Professor, Institute for Social Marketing