社会营销:推进新的规划框架以指导方案

IF 1.3 Q3 BUSINESS RAUSP Management Journal Pub Date : 2021-05-31 DOI:10.1108/RAUSP-08-2020-0186
M. Akbar, L. Ndupu, J. French, Alison Lawson
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引用次数: 7

摘要

目的本文旨在开发并提出一种新的社会营销规划框架,即消费者研究、细分、社会计划的设计、实施,评估和可持续性(CSD-IES)。设计/方法论/方法所提出的框架基于社会营销的最新理论发展,并受到现有社会营销规划方法的关键优势的影响。发现CSD-IES规划框架包含了新兴的社会营销原则。例如,改变行为的可持续性,设计社会营销方案时的道德考虑,需要持续研究以了解方案期间优先受众不断变化的需求,以及需要明确的反馈机制。研究局限性/含义CSD-IES框架是一个动态和灵活的框架,指导社会营销人员、其他从业者和研究人员制定、实施和评估有效和可持续的社会营销计划,以根据可用资源影响或改变特定行为。独创性/价值本文在开发CSD-IES框架时整合了行为维护、伦理视角考虑和持续反馈机制等要素,使其符合全球对社会营销的共识定义,从而对社会营销理论和实践做出了重要贡献。
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Social marketing: advancing a new planning framework to guide programmes
Purpose This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources. Originality/value This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.
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来源期刊
CiteScore
3.30
自引率
5.00%
发文量
22
审稿时长
30 weeks
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