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Re-thinking and re-tooling the social marketing mix

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  • Gordon, Ross

Abstract

This article considers the role of the four Ps marketing mix model in social marketing, arguing that given reconfiguration of the marketing mix in the mainstream marketing discipline, and the characteristics of social marketing, a re-thought and re-tooled social marketing mix is required. A brief review of the four Ps marketing mix model in the mainstream marketing and social marketing fields is presented. Criticisms of the four Ps model are then examined. It is argued that the four Ps marketing mix model is outdated for application to social marketing, and an alternative approach to the social marketing mix is proposed. It is posited that an expanded approach recognizing strategies such as relational thinking, and upstream social marketing activities would offer a more suitable approach. Using a more open minded social marketing mix less reliant on the four Ps model can help guide social marketing research and practice.

Suggested Citation

  • Gordon, Ross, 2012. "Re-thinking and re-tooling the social marketing mix," Australasian marketing journal, Elsevier, vol. 20(2), pages 122-126.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:2:p:122-126
    DOI: 10.1016/j.ausmj.2011.10.005
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Arndt, Johan, 1980. "Perspectives for a theory of marketing," Journal of Business Research, Elsevier, vol. 8(3), pages 389-402, September.
    3. Dann, Stephen, 2010. "Redefining social marketing with contemporary commercial marketing definitions," Journal of Business Research, Elsevier, vol. 63(2), pages 147-153, February.
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    Cited by:

    1. Cheng, Xusen & Fu, Shixuan & de Vreede, Gert-Jan, 2018. "A mixed method investigation of sharing economy driven car-hailing services: Online and offline perspectives," International Journal of Information Management, Elsevier, vol. 41(C), pages 57-64.
    2. M. Bilal Akbar & Liz Foote & Alison Lawson & Jeff French & Sameer Deshpande & Nancy R. Lee, 2022. "The social marketing paradox: challenges and opportunities for the discipline," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(2), pages 367-389, June.
    3. Natalia Szablewska & Krzysztof Kubacki, 2019. "A Human Rights-Based Approach to the Social Good in Social Marketing," Journal of Business Ethics, Springer, vol. 155(3), pages 871-888, March.
    4. Amos Owen Thomas, 2016. "Voter empowerment for emerging democracies: Mobilising the marginalised in Peru," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(3), pages 239-263, October.
    5. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Basha, Norazlyn Kamal & Soutar, Geoff, 2021. "The effects of anthropomorphism presence and the marketing mix have on retail app continuance use intention," Technological Forecasting and Social Change, Elsevier, vol. 168(C).
    6. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.
    7. Suraj Kushe Shekhar, 2022. "Social Marketing Plan to Decrease the COVID-19 Vaccine Hesitancy among Senior Citizens in Rural India," Sustainability, MDPI, vol. 14(13), pages 1-11, June.

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