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ERIC Number: ED361799
Record Type: Non-Journal
Publication Date: 1993-May-29
Pages: 31
Abstractor: N/A
Reference Count: N/A
Beyond the Four Ps: A Theoretical Explication and Research Agenda for Social Marketing.
Sego, Trina
Advocates of social marketing in the 1970s rarely went beyond discussion of the marketing 4Ps (product, place, promotion, and price) and their application to case studies. After two decades of research on social marketing, some misunderstanding of the approach persists, and a substantial theoretical base for social marketing has not been developed. In this paper, social marketing is defined as a theoretical metaphor. The theoretical base associated with the marketing discipline is the chief advantage of the social marketing approach. In addition, social marketing is advantageous because it offers an emphasis on research, an interdisciplinary perspective, a communication mix model, a theory of exchange, and a client orientation. The ethical implications of social marketing and other approaches to communication campaigns are discussed in the paper. Research is recommended in the following areas: information processing, emotional response, source credibility and organizational sponsors, campaign evaluation, and segmentation and the knowledge gap effect. Contains 105 references. (Author)
Publication Type: Speeches/Meeting Papers; Opinion Papers; Information Analyses
Education Level: N/A
Audience: Researchers
Language: English
Sponsor: N/A
Authoring Institution: N/A