Peer-Reviewed Journal Details
Mandatory Fields
Duane, S;Domegan, C
2019
June
Marketing Theory
Social marketing partnerships: Evolution, scope and substance
Published
Optional Fields
THE-HEART-TRUTH PUBLIC-HEALTH UPSTREAM CHALLENGES PERSPECTIVE MANAGEMENT COMMUNITY CONTEXT LIMITS
19
169
193
The popularity and benefits of social marketing partnerships accord partnerships as the 5th 'P' of the social marketing mix and an essential element of interventions. Yet the scope and substance of partnerships within social marketing remains ambiguous and is an underutilized marketing mix tool. This article critically examines over 50 years of social marketing academic literature to uncover and unpack the full potential of social marketing partnerships and the various forms taken. Periodization is applied as a lens and method for modelling partnership evolution over time. Three dominant eras of social marketing partnerships are evident; the period of transaction, the period of formalization and the period of integrated systems, each with different partnership understandings and characteristics. By examining social marketing partnerships as an evolving entity, this article identifies a 'constant flux' trajectory, with partnerships continuing to respond and react to broadening environmental and theoretical catalysts with the development of a model of social marketing partnerships in sight.
1470-5931
10.1177/1470593118799810
Grant Details
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