Macro-social marketing

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aut.researcherKennedy, Ann-Marie
dc.contributor.authorKennedy, A-Men_NZ
dc.date.accessioned2015-10-15T22:51:35Z
dc.date.available2015-10-15T22:51:35Z
dc.date.copyright2015-03-31en_NZ
dc.date.issued2015-03-31en_NZ
dc.description.abstractThe theoretical underpinnings for the concept of macro-social marketing are provided in this article. Macro-social marketing seeks to use social marketing techniques in a holistic way to effect systemic change, as opposed to individual level change. The article provides the conceptual roots to the concept from systems theory and institutional theory. It starts by explaining what types of macromarketing issues can be approached using macro-social marketing – dubbed here wicked problems. Systems theory is then used to explain the interconnectedness of wicked problems throughout the social and cultural systems, as well as the material environment and marketing system (Dixon 1984). Institutional theory is then applied to explain how systemic change can be brought about through the use of macro-social marketing. Change at a broader conceptual level is discussed, as well as how this process then trickles down to individual organisations within the marketing system. Lastly, tools and tactics are provided for macromarketers to undertake macro-social marketing, organised under an extended marketing mix including the concepts of people, policy and partnership.
dc.identifier.citation40th Annual Macromarketing Conference held at Loyola University, Chicago, IL, 2015-06-25 to 2015-06-28en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/9121
dc.publisherMacromarketing Society
dc.relation.urihttp://macromarketing.org/wp-content/uploads/2012/12/Proceedings-V13-2015-all-w-TOC-June22-1.pdf
dc.rightsThe Macromarketing Society and Quinlan School of Business, Loyola University Chicago do not take copyright for papers appearing in the proceedings. The copyright of each abstract or paper in the proceedings belongs to the paper’s author(s). Authors are responsible for the content of their papers or abstracts. The ideas in them do not necessarily represent the ideas of the editors or other members of the Macromarketing Society; they are published in these proceedings in the spirit of academic freedom and consistent with the decades-long Macromarketing tradition of rich discussion and intelligent debate.
dc.rights.accessrightsOpenAccessen_NZ
dc.subjectMacro-social marketing; Macromarketing; Systems theory; Institutional theory; Social marketing
dc.titleMacro-social marketingen_NZ
dc.typeConference Contribution
pubs.elements-id181078
pubs.organisational-data/AUT
pubs.organisational-data/AUT/Business & Law
pubs.organisational-data/AUT/Business & Law/Marketing
pubs.organisational-data/AUT/Business & Law/Marketing/Marketing PBRF 2012
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