Critical social marketing

Reflections, introspections, and future directions

Authored by: Ross Gordon

The Routledge Companion to Critical Marketing

Print publication date:  September  2018
Online publication date:  September  2018

Print ISBN: 9781138641402
eBook ISBN: 9781315630526
Adobe ISBN:

10.4324/9781315630526-5

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Abstract

This chapter examines the critical social marketing paradigm, which refers to critical analysis of marketing’s impact on social outcomes, as well as critical debate about and within social marketing itself. The chapter begins by explaining and briefly charting the history of social marketing and the critical social marketing concept. The chapter goes on to provide a critical analysis of the extant critical social marketing literature, considering discourse on gender, culture, power, ideology, ethics, and pluralism. Finally, some key areas where thinking, writing, research, and debate would benefit critical social marketing moving into the future are identified.

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