For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.
Chapter 16: Critical Marketing: Applications
Critical Marketing: Applications
Marvin Goldberg (1995) asked whether social marketers were ‘fiddling while Rome burned’ and argued that researchers who focused on individual behaviour change risked overlooking structural and environmental factors that facilitate and promote risk behaviours, and militate against social ...