Upstream social marketing strategy. (2018)
Type of ContentJournal Article
In the case of complex social problems such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policy makers (French & Gordon, 2015), however literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines. First it looks at the characteristics of policy makers targeted, then targeting methods, with a special focus on the use of media advocacy. Lastly a process of government decision making is presented to explain message timing and content.
CitationAnn-Marie Kennedy, Joya A. Kemper, Andrew Grant Parsons, (2018) "Upstream social marketing strategy", Journal of Social Marketing, Vol. 8 Issue: 3, pp.258-279.
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Keywordsupstream social marketing; strategic social marketing; social marketing; media advocacy
ANZSRC Fields of Research15 - Commerce, Management, Tourism and Services::1505 - Marketing::150503 - Marketing Management (incl. Strategy and Customer Relations)
44 - Human society::4410 - Sociology::441004 - Social change
47 - Language, communication and culture::4701 - Communication and media studies::470107 - Media studies
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