Re-Thinking and Re-Tooling the Social Marketing Mix

Australasian Marketing Journal - Tập 20 - Trang 122-126 - 2012
Ross Gordon1
1Centre for Health Initiatives, University of Wollongong, Wollongong, 2522 NSW, Australia

Tóm tắt

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 It is argued that the four Ps marketing mix model is outdated for application to social marketing, and an alternative approach to the social marketing mix is proposed.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.

Tài liệu tham khảo

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Thông tin
Thông tin xuất bản

Australasian Marketing Journal

Tập 20

122-126

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