Reflections on a decade in social marketing

Andrew McAuley (Department of Marketing, Southern Cross University, Lismore, Australia)

Journal of Social Marketing

ISSN: 2042-6763

Publication date: 28 January 2014



The purpose of this paper is to reflect on trends within social marketing after ten years of involvement with the field, including being co-founding editor of this journal.


The paper outlines personal interaction in the development of social marketing and then highlights five “millstones” that are identified as limiting factors.


Social marketing has to be more than just communications, has to be more than a definitional toy, has to break free from the straightjacket of the 4Ps and must reach beyond the well-trodden path of services marketing and be prepared to work with industry.


Observations on the evolution of social marketing through personal experience of engagement with the field.



McAuley, A. (2014), "Reflections on a decade in social marketing", Journal of Social Marketing, Vol. 4 No. 1, pp. 77-86.

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