Models, Theory and Applications
Chapter 26: Social marketing and behaviour change: where to from here?
From our starting point, we recognized that the term ‘social marketing’ is used interchangeably with other terms in the literature, depending on the paradigm of the authors and the publication. This is problematic, because sound practice should be based on sound theory. If the theoretical boundaries are blurry, it can be difficult to establish a solid base for social marketing practice. As a result, with this book we aimed to identify and describe the most widely recognized and useful theories that have been employed in both the social marketing and the behaviour change literatures. Through the nine parts of this book, we have discussed the most applicable behavioural change theories applied to a wide range of social marketing issues. We have demonstrated that different theories apply to different social marketing programmes by adding examples and case studies. In the process of developing this text we learned that the theoretical underpinning should be the start of any social marketing practice or campaign. If the theoretical input is either incorrect, of low quality, or irrelevant to the problem at hand, the result is going to be ineffective regardless of the quality of the social marketing campaign or, put more colloquially GIGO (garbage-in = garbage-out). This book covers tested and validated theories and as such will be a strong foundation for any social marketer working with behavioural change issues. The scope and nature of social marketing is growing around the world.
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