Looking for Social Marketing Research Inspiration?

Research in Social Marketing has celebrated much research success for over forty years. In the latest article from Social Marketing Quarterly, author V. Dao Truong outlines not only the achievements made, but the possible pathways for further exploration. Truong reviews the literature here:

Since the term social marketing was formalized (Kotler & Zaltman, 1971), it has attracted increased SMq Coverattention of scholars and practitioners in differing disciplines as evidenced by the growing number of academic and practical articles published globally (Truong & Hall, 2013). By using the tools of generic marketing to promote voluntary behavior change in target audience for collective welfare, social marketing has demonstrated its potential in a number of sectors. These include health (Bryant, Forthofer, Brown, Landis, & McDermott, 2000; Gordon, McDermott, Stead, & Angus, 2006; MacKintosh, MacFadyen, & Hastings, 1999), communication and transportation (Cooper, 2007; Fox & Kotler, 1980), environmental protection, sustainable development (Kennedy, 2010; McKenzie-Mohr, 1994; McKenzie-Mohr, Schultz, Lee, & Kotler, 2012; Tabanico & Schultz, 2007), and tourism and leisure (McKenzie-Mohr et al., 2012; Truong & Hall, 2013). Social marketing’s successes can be found in many case studies and reports (Cork, 2008; Doner, 2003; Gordon et al., 2006; McKenzie-Mohr et al., 2012; Stead, Gordon, Angus, & McDermott, 2007).

Click here to read “Social Marketing: A Systematic Review of Research: 1998-2012” for free! Sign up for e-alerts to get the latest from Social Marketing Quarterly by clicking here!

This entry was posted in Marketing, Social Marketing and tagged , , , by Cynthia Nalevanko, Editor, Management INK. Bookmark the permalink.

About Cynthia Nalevanko, Editor, Management INK

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 900 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, and Washington DC, our publishing programme includes more than 560 journals and over 800 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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