Critical review on social marketing planning approaches

Abstract

Purpose<br/> This paper presents the first attempt to map and critically review existing social marketing planning approaches.<br/> Approach<br/> Critical literature review.<br/> Findings<br/> The discussion highlights that existing social marketing planning approaches have moved on from older product-driven models towards a more customer/ citizen-oriented, stakeholder engagement and value creation narrative. There is also a growing connection between social marketing planning approaches and theories from other disciplines. This recognises that a simple push marketing strategy, which was the working principle of many early social marketingplanning approaches, is not often effective for contemporary social marketing practice. Effective social marketing planning requires a greater emphasis on new social marketing principles derived from the new global consensus social marketing definition, such as more citizen focus, sustainable outcomes, and ethical practice, thus highlighting a need for more comprehensive social marketing planning approaches with a better understanding of recent theory development of social marketing as a field in order to be relatable and efficient.<br/> Implications<br/> The review sets out some original thinking about how planning in the field of social marketing can be strengthened through a more inclusive adoption of both system thinking analysis and integration with other fields of theory and practice that are seeking to influence behaviour for social good.<br/> Limitations<br/> This review is exploratory in nature and evaluates only 14 social marketing planning approaches; more social marketing approaches exist and could be considered in further reviews.