Web 2.0: an assessment of social marketing principles | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Publish with us Advanced search Web 2.0: an …

Purpose–This paper aims to set out a new hierarchical and differentiated model of social
marketing principles, concepts and techniques that builds on, but supersedes, the existing …

For today's social marketing professionals, new communication media are powerful tools for
health promotion, disease prevention, and influencing social change. Despite adoption and …

Redefining social marketing: beyond behavioural change | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Publish with us Advanced search Redefining …

Social marketing is based on the adaptation of the contemporary commercial marketing
theory and practice as a means of guiding and aiding social change campaigns. This paper …

Purpose–The purpose of this paper is to reflect on trends within social marketing after ten
years of involvement with the field, including being co-founding editor of this journal …

Abstract In the Web 1.0 era, users were passive consumers of a read-only Web. However,
the emergence of Web 2.0 redefined the way people use information and communication …

The place that social marketing occupies in the social change marketplace will be a key
factor in the growth and development of the field. The social marketing field needs to define …

Purpose–The purpose of this paper is to seek to discuss how the new media revolution can
improve social marketing by bringing the “place”(one of four P's from the marketing mix) …

Background: Over the past half century, social marketing has come into its own, both as a
discipline and a practice, for creating positive social outcomes. However, as the operating …