Reflections on a decade in social marketing
Abstract
Purpose
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.
Design/methodology/approach
The paper outlines personal interaction in the development of social marketing and then highlights five “millstones” that are identified as limiting factors.
Findings
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.
Originality/value
Observations on the evolution of social marketing through personal experience of engagement with the field.
Keywords
Acknowledgements
To the three reviewers who have helped to improve this piece.
Citation
McAuley, A. (2014), "Reflections on a decade in social marketing", Journal of Social Marketing, Vol. 4 No. 1, pp. 77-86. https://doi.org/10.1108/JSOCM-09-2013-0062
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited