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Customer‐oriented governments may use marketing tools to match their policy “products” with citizens’ requirements. However, these tools are not based on exchanges since governments, apart from cost recovery, do not demand any reciprocation for their products. The concept of public policy marketing could enable governments to “sell” their policies to citizens, based on non‐commercial marketing exchanges specific to the context of public administration. Then, social behaviour should be considered citizens’ reciprocation contributing to social effects the government has aimed for. Thus public policy marketing, though not yet tested in practise, can be expected to improve the implementation of those governmental policies in which citizen conduct is critical to success.

Marketing tools used in public policy may not be purely commercial but based on non-commercial marketing exchanges also. This paper aims to make a case for the practice of social marketing principles to aid the context of public policy.

The approach is to draw out the key implementable learnings (KILs) from the analysis of the five public policy initiatives in the USA, India and Sri Lanka. A case situation with the context of child labour policy in India is proposed to use these KILs.

This paper concludes that the implementation of any policy is a challenging exercise and dependent on a large number of factors. However, KILs derived from successful social marketing programs deal with umbrella campaigns, prevailing socio-cultural environment, bottom-up communication, upstream approach to engage with stakeholders and targeted media advocacy could prove useful when the objective is to induce behaviour change as a part of the policy execution.

This paper evaluates the learnings from social marketing campaigns and their relevance to public policy programs. It also considers a case to demonstrate the application of the concept.

Since 2004, the British Government has delivered a national policy on social marketing that has created a new frame of reference in this field. This paper aims to study the genesis, evolution and implementation of the policy process that led to an important development in British public health.

An in-depth multifaceted single case study, mixing qualitative and quantitative data including participatory research, enabled by a cognitive approach based on elements of knowledge, ideas, representations and social beliefs in the elaboration of a public policy.

This approach to understanding the British policy on social marketing process demonstrates a useful explanatory capacity, producing a comprehensive articulation of the main cognitive, normative, and instrumental dimensions of this policy, including its significant mutations influenced by the 2008 Great Recession and subsequent political evolution.

This paper has followed the British social marketing policy’s implementation in England. In Wales, Scotland and Northern Ireland, this national policy had specific developments that it was not followed in our study In general, subject to complex historical, social and political conditions, this is a field that preserves its dynamism and the ability to question concepts and processes. Ever seeking new directions and solutions, it requires an ongoing research study.

Conclusions speak in favour of a prescriptive framework for a national policy on social marketing that can inform other government entities’ efforts to develop similar policies in other countries. A correct understanding of such a political process can lead to better management of its development and its consequent contribution to improving social marketing policy and interventions.

A proper conception and management of a social marketing policy can contribute to improving the well-being of citizens.

It is the first time that this specific cognitive approach has been applied so systematically to a national social marketing policy through a long-term research, providing a prescriptive framework for other’ efforts to develop similar policies.

Prior research has examined the sociopolitical force as simply a part of all types of environmental pressures, yet we argue that this force calls for a unique examination of marketing's role in firm responses to sociopolitical pressures. Understanding the degree to which firms attempt to manage forces and pressures in the external business environment is key to understanding marketing's role in impeding vs aiding public policy initiatives, and is the problem this research investigates.

Using structural equation modeling, data from 71 firms demonstrate that managing the sociopolitical force is, in fact, distinct from managing the other four market-based forces – consumer demand, supplier power, competition and technological shifts. Managing the sociopolitical force is shown to require fundamentally different skills and resources.

Results suggest that firm sociopolitical receptivity drives attempts to influence this unique external business environmental force, in turn limiting marketplace sociopolitical receptivity. Furthermore, attempts to influence such a unique force relies on resource-light marketing resources, which limits resource-heavy marketing.

Managing a political force with marketplace ramifications involves strategy that utilizes marketing, but is driven by relationships with social and political agents. This is truly an environmental management concept distinct from the management of the other four market-based forces. The analysis in this study demonstrates that managing another environmental force (i.e. competition force) involves different receptivity influences and marketing tactic outcomes.

The purpose of this article is to revisit a forgotten classic in the marketing literature to provide a historical review of ET Grether’s 1966 book, Marketing and Public Policy.

The approach combines a literature review with historical reflection by placing Grether’s work in historical context.

Marketing and Public Policy offered a framework for examining and evaluating marketing practices and public policy responses based on Grether’s mastery of a number of disciplines and his extensive research into public policy issues. His ideas are relevant to today’s world, especially in light of technological developments and shifts in our moral compass since the 1960s.

ET Grether was a two-time recipient of the American Marketing Association’s Paul D. Converse Award, Editor of the Journal of Marketing, President of the American Marketing Association and author of more than 100 articles and books. This is the first attempt to review what is arguably one of his most important publications, Marketing and Public Policy.

The purpose of this paper is to examine health-related social advertisements to identify its use and evaluate its appropriateness to situational needs, such as epidemic dynamics and the context where it is implemented. The paper also discusses the barriers that policymakers face in creating these linkages.

In all, 375 national HIV/AIDS prevention television advertisements from France, Germany, Portugal and Italy were viewed and analyzed over time of production, exploring the sources, the target audiences and the messages delivered. This paper compares management choices with HIV epidemics in each country and their contextual profiles.

The findings of this paper indicate that social advertising concerned with HIV/AIDS prevention is commonly framed within public policies and does not usually target the most vulnerable and affected populations. Furthermore, social ads are reactive to epidemic dynamics. The existence of trade-offs between putting forward theoretical marketing recommendations and taking account of contextual fracturing issues or increasing stigma and discrimination are also considered.

This paper is useful for public sector management because of the importance of evaluating the investments done to improve future strategies. The discussion about restrictions and concerns for policy-makers is important to improve management decisions.

This paper suggests the adoption of proactive public policies and proposes strategies to overcome the restrictions or concerns faced by policy-makers.

This research aimed to analyze how information on public policies to mitigate the judicialization of the SUS (Brazilian Unified Health System) have been disseminated via digital media to citizens and stakeholders.

Under a qualitative and inductive paradigm, the research was based on the search for news on the Google pages. Data were grouped into higher categories to formalize theoretical generalizations.

Data analysis showed that there are news classified into 11 codes, forming three news groups broadcast as an effort by the programs to legitimize themselves with society: Perceived Quality, Publicity Produced and Results Achieved.

The relationship between the effectiveness of public policies and their dissemination in digital media has implications for the result/legitimacy relationship, not excluding that public marketing can make a program legitimate without having results that confirm its effectiveness.

The work provides a means of understanding the dissemination of public policies, in particular, verifying whether these are being provided in order to establish responsible and transparent communication with the citizen or to legitimize public policies without effective results.

The proposed conceptual model is based on four quadrants and represents the relationship between the results achieved by public policies and legitimacy, considering a phenomenon resulting from public marketing. The association between the intensity of these constructs constitutes four themes: fake public marketing, inefficient public policy, deficient public marketing and full public policy.

Social marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream social marketing”, these groups can be treated as target audiences, and through use of marketing techniques, advocacy, stakeholder engagement, and informing evidence based policy making, their behaviour can be influenced to engender pro-social outcomes, for example through policy change. However, examples and guidance on how upstream social marketing can be effectively employed to successfully alter the structural environment is lacking. This article aims to unlock the potential of upstream social marketing by examining how it can be systematically employed.

The article examines the development of the upstream social marketing concept in the extant literature, and presents some guiding principles, before analysing the case study of minimum unit pricing of alcohol in Scotland. The failure to comprehensively employ upstream social marketing in this case is compared with the successful use of upstream social marketing in tobacco control.

The article suggests that heretofore, upstream social marketing has not always been systematically applied using social marketing principles. Guidance on upstream social marketing is presented, and thoughts on the trajectory of the concept for the future are offered.

The paper identifies guidelines for unlocking the potential of upstream social marketing, and suggests areas in which future research and writings are required to help develop the concept.

The aim of this paper is to identify the best marketing communications for policy messages that makes these messages acceptable and fair to the public. Within the context of the Vehicle Miles Traveled (VMT) tax, this paper examines how framing messages through the alternative perspective of tribalism can increase individual support towards the corresponding policy.

The paper uses a mixed methods approach. Study 1 uses a qualitative content analysis process based on grounded theory to identify the themes that surround 331 public comments on a transportation policy. Study 2 follows with two 2x2 quantitative factorial experiments to test specific hypotheses.

If messages are framed to address the collective losses of the political tribe for collective good, then they generate more favorable attitudes towards the policy, as opposed to the self-interest perspective.

This paper focuses on two political tribes: the collective good and self-interest. Additional research needs to address the other socially symbolic political tribes to develop the empirical research on the theory of tribalism.

The marketing of public policy based on traditional segmentation is limiting. Policy messages can be more salient if they are framed for the political consumption of the socially symbolic tribe.

A key contribution is that the paper is the first to use a mixed methods approach, with two studies that examine the effects of framing policy from a tribalism perspective.

This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited.

Seventeen studies were identified following systematic literature review procedures.

Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change.

The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined.

Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours.

This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.