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| Author: | Collins, K. Tapp, A. Pressley, A. |
| Title: | Social marketing and social influences: Using social ecology as a theoretical framework |
| Journal: | Journal of Marketing Management
2010 : DEC, VOL. 26:13-14, p. 1181-1200 |
| Index terms: | marketing social marketing ecology case studies United Kingdom action research models |
| Language: | eng |
| Abstract: | This study applies a social ecology model to the theory and practice of social marketing, showing a multilevel framework to be required to fully expose and account for the complexity of socio-cultural and environmental effects. A diagnostic tool for this use is developed, applying it to three illustrative case studies: i. on encouraging safer driving, ii. on promoting sustainable travel, and iii. on increasing early detection of lung cancer. |
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