Partnering for Social Change: Public Health Positively Affecting Physician Practices

Brunetti, Glenn; Forsyth, Pamela; Feltracco, Annamaria; Papaiz, Denise; Hodgson, Kim J.; Moore, Patti; Procter, L.; Sedgwick-Walsh, Sharlene

doi:10.1080/15245004.2001.9961165

Cited by 1 publication

(2 citation statements)

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“…Interventions targeted at downstream change are still evident in the literature and practice today. In particular, partnerships to secure infrastructure remain an important element of success (Brunetti et al, 2001) and partnerships are now accepted as essential for the implementation of behavioural change programmes (Lagarde et al, 2005). This can be considered the common core of partnerships, as shown in Table 1.…”

Section: Discussionmentioning

confidence: 99%

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Social marketing partnerships: Evolution, scope and substance

Duane

Domegan

2018

Marketing Theory

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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.

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Section: Discussionmentioning

confidence: 99%

“…However, social marketers continue to work towards developing two-way reciprocal partnerships which are mutually beneficial (Brunetti et al, 2001). Here, partnerships remain a contested concept.…”

Section: Discussionmentioning

confidence: 99%

Social marketing partnerships: Evolution, scope and substance

Duane

Domegan

2018

Marketing Theory

View full text Add to dashboard Cite

show abstract

Partnering for Social Change: Public Health Positively Affecting Physician Practices

Cited by 1 publication

References 5 publications

Social marketing partnerships: Evolution, scope and substance

Social marketing partnerships: Evolution, scope and substance

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