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Social Marketing and Public HealthTheory and practice$
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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

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Critical social marketing

Critical social marketing

(p.263) Chapter 17 Critical social marketing
Social Marketing and Public Health

Gerard Hastings

Oxford University Press

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

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