Social Marketing Its Definition and Domain the Critical Contribution of Social Marketing

Social Marketing

In the Hastings and Saren article dealing with social marketing the literature foundation used throughout the article spans a few decades in content. The authors do an excellent job at melding old with new literature in order to provide a basis for the evolving social marketing concept. The theoretical framework consists of components of how and why social marketing is used in today's modern society. The researchers theorize that social marketing is an excellent method for addressing many of society's woes because it has the "potential to make a unique contribution to the increasingly important field of behaviour change; and the added weight and insights it can bring to critical marketing" (p. 306).

In order to support this assertion, the researchers provide data from a number of sources and experts. The researchers argue that the exchange theory and more recent thinking about relationship building still has not achieved the inroads that other marketing theories have, but that if the innovations were implemented, they would then "bring new insights to social and commercial marketers alike" (p. 306).

Methodology

The methodology employed by the researchers seemed to be a complete review of both today's and yesterday's available literature and how the results of that literature supported efforts to bring about a renewal of social marketing in modern society. In short, the two researchers make a case for broadening the social marketing approach since it is the one approach that knows both the "good" side of marketing as well as the "bad" side that is inherent in many of today's social problems.

Key Findings

The researchers agreed that social marketing has been focused on the behavior change agenda and that it will likely continue to do so. The researchers also believe that there is plenty of room for an expansive role played by social marketing. As they state "this broadened remit enables it to provide a fuller critique and understanding of marketing processes and outcomes" (p. 315). Additionally, the study found that "social marketing will flourish by exploiting its twin understanding of the good and the bad that marketing can bring to society" (p. 315).

Literature Review

The literature review contained within the Andreasen article provided an insight into the author's thinking as well as a foundation for the expansion of social marketing. Much of the research (similar to the article) was rather dated and not what would normally be expected from a current article. The literature used within the article came from a variety of sources but most of it was based on individuals who had espoused the creation of and expansion of social marketing, due to both its positive nature and its ability to expose the negative nature as well.

The author espoused a viewpoint that social marketing is a benefit to society and that it should be expanded. The author writes "a great many scholars and practitioners now see social marketing as a viable subject of research, teaching, and practice" (p. 108) and the author agrees with those scholars and practitioners. Using the available literature (from that time) allows the author to project the efficiency and effectiveness of social marketing and its ability to influence society.

Methodology