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Challenges the emerging exchange paradigm of marketing, by critically examining the current extension of marketing thought on the subject. Suggests that the concept of exchange when applied to many managerial problems associated with social or non‐business marketing. Concludes that the concept of marketing as a process of “matching” — aligning the relationships between organizations and/or individuals — may provide a more coherent framework for any extended concept of the marketing function and marketing‐oriented management.

The purpose of this paper is to examine the role of branding in public health campaigns.

The paper reviews public health campaigns, and their goals and objectives vis‐à‐vis the current health market conditions. The imperatives for branding public health campaigns are enumerated. The paper then discusses salient features of branding that can be applied to health campaigns before drawing on an exemplar to illustrate how branding can be effectively harnessed in the realm of public health campaign theorizing and praxis.

Given the clutter of campaigns and their messages in a saturated health consumer market, uptake and sustained use of health campaigns needs alternative pathways to keep consumers interested and gainfully engaged with the products being offered. Branding, as a communicative strategy, can meet this need.

As the fundamental goal of a public health campaign is to induce and sustain health behavior among the public, efforts must be kept up to theorize about improved modes of delivering campaign products to consumers. This paper takes the initial steps in that direction.

Resource shortages, which have increased in severity since the early 1970's, appear to have had a significant impact on the development of marketing thought and practice in Romania. They may well provide a practical rationale for the emergence of one of the principles underlying marketing in Romania, that of “rational and scientific” consumption. The impact of resource shortages on marketing, both at the micro and macro levels, is examined, as well as the ability of the system to meet its planned goals. It appears that resource shortages have not been instrumental in bringing about a more widespread acceptance of western‐style marketing practices in Romania. And it is doubtful whether the near future will see much change in this regard.

Social marketing and government policy are intertwined. Despite this, policy analysis by social marketers is rare. This paper aims to address the dearth of policy analysis in social marketing and introduce and model a methodology grounded in Indigenous knowledge and from an Indigenous standpoint. In Australia, a minuscule number of First Nations people complete doctoral degrees. The most recent, major policy review, the Australian Council of Learned Academies (ACOLA) Report, made a series of recommendations, with some drawn from countries that have successfully uplifted Indigenous doctoral candidates’ success. This paper “speaks back” to the ACOLA Report.

This paper subjects the ACOLA Report, implementation plans and evaluations to a detailed Indigenous Critical Discourse Analysis using Nakata’s Indigenous standpoint theory and Bacchi’s Foucauldian discourse analysis to trace why policy borrowing from other countries is challenging if other elements of the political, social and cultural landscape are fundamentally unsupportive of reforms.

This paper makes arguments about the effects produced by the way the “problem” of First Nations doctoral education has been represented in this suite of Australian policy documents and the ways in which changes could be made that would actually address the pressing need for First Nations doctoral success in Australia.

Conducting policy analysis benefits social marketers in many ways, helping to navigate policy complexities and advocate for meaningful policy reforms for a social cause. This paper aims to spark more social marketing policy analysis and introduces a methodology uncommon to social marketing.

The author describes how he entered the marketing field and describes his contributions in four sections: articles written, books published, students nurtured, and executives consulted and trained. He describes his contributions to the marketing field in nine areas: marketing theory and orientations, improving the role and practice of marketing, analytical marketing, the social and ethical side of marketing, globalization and international marketing competition, marketing in the new economy, creating and managing the product mix, strategic marketing, and broadening the concept and application of marketing.

In this paper we (a pracademic, a practitioner, and an academic) aim to explore the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. We also propose a research agenda to spur dialog and guide further investigations in this area. Insights from prior research, coupled with the co-authors’ experience and observations, indicate that a disconnect does exist between academia and practice within social marketing, though it is admittedly and unsurprisingly not uniform across contexts and disciplinary areas. Given social marketing’s identity as a practice-oriented field, there are many existing examples of academic/practitioner collaboration and the successful linkage of theory and practice that deserve to be amplified. However, the challenges associated with the very different systems and structures affecting both worlds mean the disconnect is problematic enough to warrant systematic change to ensure the two worlds are more aligned.

This paper (a pracademic, a practitioner and an academic) explores the academic/practitioner gap in social marketing and offer recommendations to close it, while amplifying existing examples of best practice from within the field. The authors also propose a research agenda to spur dialog and guide further investigations in this area.

The authors suggest five key reasons that focus should be placed upon closing the academic/practitioner gap in social marketing: demonstrating societal value by contributing to practice; embedding and developing theories in practice; adding to the social marketing literature; contributing to social marketing teaching; and communicating the value and effectiveness of social marketing. To close the gap, the authors propose specific recommendations within four broad areas: marketing the academia and practitioner collaboration offer; building ongoing relationships; creating collaborative partnerships; and changing the publishing model ensuring communications are accessible to all. They also suggest ways for social marketing associations and peak bodies to play a role.

The concept of a disconnect between academia and practice is by no means new; it has been a pervasive issue across disciplines for decades. However, this issue has not been the subject of much discussion within the social marketing literature. Recommendations outlined in this paper serve as a starting point for discussion. The authors also acknowledge that due to long standing “bright spots” in the field, numerous examples currently exist. They place an emphasis upon highlighting these examples while illuminating a path forward.

The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign.

Data collected via a web and a telephone survey is used to evaluate the campaign.

The findings reveal how a campaign targeted at individuals can lead to social change through involvement with key stakeholder groups including NGO's and the public at large. At an individual level the campaign was received favourably with overall high levels of awareness and engagement with the message. The associated web site was thought to contain trustworthy information and persuasive arguments about the dangers of smoking and passive smoking.

The originality of this paper lies in providing an example of social advertising across a large number of countries. Furthermore, this case study adds to the literature on demarketing, highlighting that demarketing can take place across two levels both at the citizen level and at the governmental level.

The present article focuses on crises that arise from provocative advertisement images and products and introduces the shooting star crisis. Moreover, it aims to shed some light on the interconnection between the boomerang effect, crisis, crisis management and workforce diversity.

By examining the cases of two leading organizations of the fashion industry that found themselves involved in crises and how they confronted them, it seeks to explore whether investments in workforce diversity is a solution for these problems.

Sometimes provocative products and images that intend to spark customers' imagination can backfire and initiate a crisis. Based on the findings, organizations that admit their wrongdoing and react promptly to their stakeholders' demands tend to overcome a crisis relatively faster than organizations with passive behavior. By understanding the need for a proactive approach, fashion organizations can evade future crises and avoid creating products or images that can be perceived as racist and invoke public outrage. Additionally, the study revealed that workforce diversity initiatives can mitigate a crisis and its aftermath.

Its novelty is that it deals with the interrelationship between boomerang effect, crisis, crisis management and workforce diversity. Moreover, it introduces a new type of crisis, the shooting star crisis, in order to capture new crises that emerge in modern era, as a result of the extensive power of modern social media.

This paper aims to identify and classify consumers’ goals associated with the consumption of environmentally sustainable products. The applicability of such goals to the positioning of environmental products is also tested.

Study 1 used 62 laddering interviews to identify a hierarchical map of adoption related goals. Study 2 used a survey design (N = 152 students) to test the effects of construal-goal fit on evaluations of environmental product attributes of a hybrid car. Study 3 involved an online experiment (N = 125 consumer panellists) to test the effects of construal-goal fit on consumers’ willingness to pay a price premium (WTPP) for energy-efficient light bulbs.

A hierarchical goal map displays consumption goals attainable through environmentally sustainable products. Consumers with a chronic, high-level construal placed more importance on product attributes associated with abstract goals than those with chronic, low-level construal. This effect was stronger for males than for females. Additionally, construal-goal fit increased WTPP.

The results suggest that marketers consider construal-goal fit to communicate the value of environmentally sustainable products. The results, however, should be replicated in other product categories and across diverse cultural settings.

This paper identifies and classifies the goals related to consumption of environmentally sustainable products. Additionally, it tests the effects of construal-goal fit on evaluations of environmental products, providing insights for marketers seeking to improve their promotional efforts and for public policymakers as they institute demarketing campaigns.

The paper aims to discuss the thorny issues of industry‐funded social marketing campaigns. Can the tobacco industry be trusted to educate our children about the dangers of smoking? Is a brewer the best source of health promotion? The paper argues for transparency and critical appraisal.

The paper looks at the issues of tobacco and alcohol in more detail, emphasises the need for caution and suggests guidelines for future practice.

The fiduciary duty of the corporation means that all its efforts – including any social marketing campaigns or corporate social responsibility – must be focused first and foremost on the success of the business and the enhancement of shareholder value; any wider public health benefits will inevitably be subjugated to this core purpose. And there is good evidence to show that the principal beneficiaries of apparently public‐spirited campaigns run by tobacco and alcohol companies are the sponsors. In the hands of a corporation, then, social marketing will always transmute into commercial marketing.

We should then proceed with our eyes wide open, alert to the danger of counterproductive outcomes, armed with independent evaluation and in the full knowledge that wherever industry‐funded efforts to educate the public replace those run by objective third parties, harm will be done.

The paper, concerned with industry‐sponsored social marketing, broadens the discussion beyond communications. It shows that it is necessary to consider the whole marketing mix, not simply advertising, when discussing social marketing.