TY  - JOUR
AB  - Purpose This commentary presents a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness.Design/methodology/approach A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem.Findings The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development.Originality/value The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.
VL  - 7
IS  - 3
SN  - 2042-6763
DO  - 10.1108/JSOCM-11-2016-0074
UR  - https://doi.org/10.1108/JSOCM-11-2016-0074
AU  - Wymer Walter
PY  - 2017
Y1  - 2017/01/01
TI  - Social marketing strategy and industry involvement
T2  - Journal of Social Marketing
PB  - Emerald Publishing Limited
SP  - 297
EP  - 304
Y2  - 2024/04/23
ER  -