Jump to ContentJump to Main Navigation
Social Marketing and Public HealthTheory and practice$
Users without a subscription are not able to see the full content.

Jeff French, Clive Blair-Stevens, Dominic McVey, and Rowena Merritt

Print publication date: 2009

Print ISBN-13: 9780199550692

Published to Oxford Scholarship Online: February 2010

DOI: 10.1093/acprof:oso/9780199550692.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a monograph in OSO for personal use (for details see http://www.oxfordscholarship.com/page/privacy-policy).date: 23 June 2018

Critical social marketing

Critical social marketing

Chapter:
(p.263) Chapter 17 Critical social marketing
Source:
Social Marketing and Public Health
Author(s):

Gerard Hastings

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199550692.003.17

This chapter introduces critical marketing (the critical analysis of marketing) and explains why it is an invaluable tool for understanding: how marketing works; how it impacts on behaviour; and how it can be turned to social good. Critical marketing seeks not just to determine what is ‘wrong and bad’ about commercial marketing, but to reflect on its nature, learn from its successes, and analyse its weaknesses. This chapter begins by discussing the origins and characteristics of critical marketing. It then explains how the ideas underpinning critical marketing are as much part of marketing as consumer orientation and market research and, as such, should be adopted by social marketers. The final part of the chapter presents three critical marketing case studies on food, tobacco, and alcohol marketing, respectively. Amongst them, they illustrate some of the benefits of critical analysis, including healthier public policy, improved insights into effective behavioural change, and the whys and wherefores of collaboration.

Keywords:   social marketing initiatives, critical marketing, social marketers, critical analysis

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .