Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)
Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)
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DOI：
10.1080/15245000701856877
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发表时间：
2008-03-01
影响因子：
3
通讯作者：
Wood, Matthew
中科院分区：
文献类型：
--
作者：
Wood, Matthew
本文对营销理论和概念，特别是交换和营销组合在社会营销情境中的应用进行了批判。除了文献外，它还借鉴了我在培训卫生专业人员时使用传统概念和模式的经验。在理解和应用诸如交换、价值和4p等概念时，从概念上和实践上都存在问题。行为变化模型的使用增加了目标设置和测量的复杂性，并且很难以类似于商业产品营销的方式识别和销售这些变化的好处。商业营销本身也随着关系营销、互动传播和品牌影响的增长而发生变化。本文认为，社会营销理论和实践需要在这些发展的背景下进行反思。当试图向卫生专业人员介绍营销概念和语言时，还有重要的道德考虑。在详细分析了社会营销中交换的本质之后，我的文章在得出结论并提出问题和问题以供进一步讨论之前依次考虑了4p。
This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.