Theoretical_Models_in_Social_Marketing

Theoretical_Models_in_Social_Marketing - Theories and...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Theories and Models in Social Marketing Reference: Lefebvre, RC (2000). In PN Bloom & GT Gundlach (Eds.), Handbook of Marketing and Society , Newbury Park, CA: Sage Publications. Theories and models for social marketing abound, with little formal consensus on which types of models for what types of social problems in what kinds of situations are most appropriate. In defining what social marketing is, many authors include the notion of exchange theory to link it to its marketing roots (e.g., Kotler & Roberto, 1989; Lefebvre & Flora, 1988; Novelli, 1990). Other writers on the subject omit any mention of exchange theory, either in their definition of social marketing or its key elements (e.g., Andreasen, 1995; Manoff, 1985). Elliott (1991), in a review of the exchange concept’s place in social marketing, concludes that “[it] is either absent or obtuse” (page 157). Added to this confusion are other authors who refer to a “social marketing theory” (Gries, Black & Coster, 1995; Tomes, 1994). While authors such as Lefebvre & Rochlin (1997) and Novelli (1990) recognize the value of the exchange concept in describing social marketing, both hold open the idea that many other theoretical models may be applied in the actual development of social marketing programs. “Marketing is theory based. It is predicated on theories of consumer behavior, which in turn draw upon the social and behavioral sciences” (Novelli, 1990, p.343). In fact, this is what happens in the practice of social marketing. However, Walsh, Rudd, Moeykens & Maloney (1993) have noted that “professional social marketers tend to be broadly eclectic and intuitive tinkerers in their use of available theory (p. 115).” So while a review of theoretical models used in social marketing seems
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Theories and models in social marketing – Page 2 relevant to advance the field, it is also speculative as well. Many social marketers do not report on their work in professional journals or at conferences, and of those who do, only a few focus on the theoretical models that impacted their judgments on selection of target audiences, questions posed during formative research studies, strategies selected, how program elements were selected and developed, what outcomes were intended and how they were measured. The theories selected for review reflect the author’s own experience and interaction with a broad array of social marketers and social marketing programs. The theories also reflect a public health bias in that most social marketing programs in this field are usually designed by people with advanced degrees in social and behavioral science advancing public health goals – not by people with training in other fields such as business management or economics or focusing on other issues (environment, education, justice, for instance). As a benchmark, a review of the most commonly used theories and models in 497 health education/health promotion articles over a two-year period found that the health belief model, social cognitive theory, theory of reasoned action, community
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 27

Theoretical_Models_in_Social_Marketing - Theories and...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online