Upstream social marketing strategy.

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dc.contributor.authorKennedy, Ann-Marie
dc.contributor.authorKemper, Joya A.
dc.contributor.authorParsons, Andrew Grant
dc.date.accessioned2018-12-04T21:08:27Z
dc.date.available2018-12-04T21:08:27Z
dc.date.issued2018en
dc.description.abstractIn 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.en
dc.identifier.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.en
dc.identifier.doihttps://doi.org/10.1108/JSOCM-03-2017-0016
dc.identifier.issn2042-6763
dc.identifier.urihttp://hdl.handle.net/10092/16278
dc.language.isoen
dc.publisherEmeralden
dc.subjectupstream social marketingen
dc.subjectstrategic social marketingen
dc.subjectsocial marketingen
dc.subjectmedia advocacyen
dc.subject.anzsrcField of Research::15 - Commerce, Management, Tourism and Services::1505 - Marketing::150503 - Marketing Management (incl. Strategy and Customer Relations)en
dc.subject.anzsrcFields of Research::44 - Human society::4410 - Sociology::441004 - Social changeen
dc.subject.anzsrcFields of Research::47 - Language, communication and culture::4701 - Communication and media studies::470107 - Media studiesen
dc.titleUpstream social marketing strategy.en
dc.typeJournal Articleen
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