Category References to literature

Spiral change - Prochaska & DiClemente

Stages toward a change in behaviour

[This post is about the stages taken for a change in behaviour to take place.  It may be particularly useful for social marketers working on influencing their audience’s behaviour.  It contains references to social marketing literature.]   Success in social marketing campaigns can be harder to establish and pinpoint.  Prochaska and DiClemente’s (1983) Stages of […]

Relevance as a central determinant to creativity

Relevance as a central determinant for creative work

While it is widely acknowledged that novelty is a major component in creative endeavours, producing work that is new, singular or unconventional is not enough for the effort to be termed creative. Many practitioners agree that an important characteristic of creative work is that what is produced is also relevant and valuable in its wider […]

What Creativity Is Not

What Creativity is not

Many misconceptions still linger about the essence of creativity, what it means to be creative and what the output of creative work is like. When used in popular parlance, creativity is at times loosely linked to acts of flamboyance or randomness – if someone does something unusual, absurd or unexpected, they may get called creative […]

Creativity: A Prelude

Creativity is often considered to be a relatively misunderstood phenomenon. Like ‘marketing’, it is a term that is regularly used and repeatedly abused – often twisted, bent and misapplied to the extent that anything odd or curious can end up being labelled ‘creative’. Since it is not a well-bound concept and one over which academic […]

Controversial Social Marketing JPG


In this 2003 paper, authors Peattie & Peattie claim that: “…the emphasis in commerce is increasingly on products that we want, but don’t particularly need. Conversely in social marketing, the emphasis is on behaviours that we need, but don’t particularly want.” Controversial? Antagonistic? Insightful?

Would you want your daughter to marry a marketing man?

Jobber (2001, as cited in Hastings & Saren, 2003:307) cautioned that in popular parlance, marketing has earned itself a bad name and has often been equated with “deception and exploitation” intent on pushing forward capitalist and materialist agendas. As a result of these beliefs, many have written marketing off as an activity that focuses on […]

Marketing as a tool for genuine social change

Even prior to effectively coining a name for the field of social marketing, Philip Kotler was already exploring and identifying alternative uses of traditional marketing practices. In ‘Broadening the Concept of Marketing’, a paper written with Sidney Levy in 1969, he suggests that marketers were possibly being too narrow in their understanding of the field. […]