What articles on social marketing would you recommend every faculty member, student or practitioner read? In the next 3 or 4 days please give the question some thought and email your ideas to me or (preferably) post them in the comment section of this post for everyone else to see.
It is not a rhetorical question… I am serving as the Editor of a major four (4) volume set on Social Marketing to be published by SAGE. The volumes will consist of previously published papers on all aspects of social marketing - from theoretical papers to research studies, in developed and developing country settings, and from environmental programs to public health, financial literacy and injury prevention. I am thinking about the project as curating the 'greatest hits' of social marketing - the most often cited, inspiring, trail-blazing and exemplars of practice and research. And I'd like your help to be sure I don't overlook important papers. Here is the recent SAGE 5-volume set on Health Communication as an example.
This is not a voting or popularity contest. The idea is to generate as many options as possible. Once I have put the complete list together (by the end of this week, December 30th), I will need to pare it down to a total of 1,600 pages by removing redundancies and articles that report on different aspects of the same project, assuring areas get attention (but not dominate), and illustrating the diversity of social marketing approaches and applications. In collaboration with SAGE editors, we will also have constraints as to what appears in the Volumes due to the fees some journals/publishers may charge for permissions to reprint (we have a limited amount of money allocated to paying these costs), inability to access high quality copies of original papers or artwork and who knows what other unforeseen circumstances that might pop-up. Here are some examples of articles I'm thinking about that go beyond the usual suspects:
- Bloom, P.N. & Novelli, W.D. (1981). Problems and challenges in social marketing. Journal of Marketing; 45: 79-88.
- Hastings, G. & Saren, M. (2003). The critical contribution of social marketing: Theory and application. Marketing Theory; 3: 305-322.
- Dearing, J.W., Rogers, E.W., Meyer, G., Casey, M.K., Rao, N., Campo, S. & Henderson, G.M. (1996). Social marketing and diffusion-based strategies for communicating with unique populations: HIV prevention in San Francisco. Journal of Health Communication; 1: 343-363.
- Lowry, R.J., Billett, A., Buchanan, C. & Whiston, S. (2009). Increasing breastfeeding and reducing smoking in pregnancy: a social marketing success improving life chances for children. Perspectives in Public Health; 129(6): 277-280.
- Donovan, R.J., James, R., Jalleh, G. & Sidebottom, C. (2006). Implementing mental health promotion: The Act-Belong-Commit mentally healthy WA campaign in Western Australia. International Journal of Mental Health Promotion; 8(1): 33-42.
- Bertrand, M., Mullainathan, S. & Shafir, E. (2006). Behavioral economics and marketing in aid of decision making among the poor. Journal of Public Policy and Marketing; 25:8-23.
- Nathan, R., Masanja, H., Mshindra, H., Schellenberg, J.A., de Savigny, D., Lengeler, C., Tanner, M. & Victora, C.G. (2004). Mosquito nets and the poor: Can social marketing redress inequalities in access? Tropical Medicine & International Health; 9(10): 1121-1126.
- Stephenson, R., Tsui, A.O., Sulzbach, S., Bardsley, P., Bekele, G., Giday, T., Ahmed, R., Gopalkrishnan, G. & Feyesitan, B. (2004). Reproductive health in today’s world: franchising reproductive health services. Health Services Research; 39: 2053-2080.
- Peattie, K. & Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research; 62: 260-268.
- Altman, J.A. & Petkus, E. (1994). Toward a stakeholder-based policy process: An application of the social marketing perspective to environmental policy development. Policy Sciences; 27:37-51.
- Flocks, J., Clarke,L., Albrecht, S., Bryant, C., Monghan, P. & Blake, H. (2001). Implementing a community-based social marketing project to improve agricultural worker health. Environmental Health Perspectives; 109 (Supplement 3); 461-468.
So what are your social marketing favorites (no books; articles that appeared in peer-reviewed articles have precedent or a chapter with a good explanation of why you think it is important)? Think about it between now and Friday and send your suggestions in by December 30th, 6PM EDT (more than one submission per entry is OK). Please include the full citation (reference) as I have done them in the above list so I can easily locate them. And to make it interesting, for the first 5 people who submit an article that stumps me (a good suggestion that is not already on my list of 85 titles as of today), I'll send you a free copy of On Social Marketing and Social Change: Selected Readings. Any submission that results in that article appearing in the Volumes will also have your name listed as a contributor in the Acknowledgments section of the set.
I can't wait to see what you come up with!