Models, Theory and Applications
Chapter 19: Multi-theory models summary
This part of the book has presented an eclectic mix of multi-theory models used in social marketing settings. It demonstrates the wide variety of approaches that are being used to address large seemingly intractable social problems. To a certain extent, this part of the book represents the discipline of social marketing in that its proponents adapt old models to new environments and discover new ways of dealing with long-standing concerns as a result. There are no silver bullets in social marketing but there is a vast array of ammunition to try when it comes to tackling social problems, as this part of the book attests. However, theories must be chosen based on assessing the problem at hand, as different problems require different solutions. The two case studies are examples of the use of multi-theory models in social marketing. In the first case study in Chapter 17, Howick presents a practice-based case study on how to get people to be active in Greenwich in the UK. This case study uses two main elements to engage the population. First, they used a multi-partner model including micro-and meso-level groupings of stakeholders with an aim to removing barriers to behaviours, similar to the behavioural infrastructure approach suggested in Part III. Second, they incorporated a number of theories in developing their message strategies.
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