The Application of Social Marketing Approach in Public Policy

Document Type : Research Paper

Author

Abstract

Public policy in a variety of areas likes social and cultural, educational, criminal etc. involves exerting efforts in order to change behaviors. Social marketing is an approach which takes advantage of commercial marketing in social fields. This article tries to introduce social marketing as a helpful approach for public policy. Although social marketing is a process, most of the social marketing models offer what is needed at the policy formulation level– based on policy cycle model-. So, the present article introduces NSMC, a model of social marketing, as a subcategory of formulation level and indicates 4Ps and MINDSPACE models can be used for choosing solutions. These models help policy makers to analysis personal and social situations in order to making optimal decisions for changing behaviors.

Keywords

References

  1. الف) فارسی

    1. اشتریان،‌ کیومرث (1386). سیاستگذاری عمومی ایران. تهران: میزان.
    2. خورشیدی، غلامحسین؛ و مقدمی، صابر (1382). «تبیین مفهومی بازاریابی اجتماعی»،‌ فصلنامۀ پژوهش بازرگانی، ش 28، ص 163‌–‌141.
    3. مارش، دیوید؛ و استوکر، جری (1384). روش و نظریه در علوم سیاسی، ترجمۀ امیر‌محمد حاجی‌یوسفی، چ دوم، تهران: پژوهشکدۀ مطالعات راهبردی.
    4. ملک‌محمدی، حمید‌رضا (1394). مبانی و اصول سیاستگذاری عمومی. تهران: سمت.
    5. وحید،‌ مجید (1383). سیاستگذاری عمومی. تهران: میزان.
    6. ویلیامز،‌ فرانک پی.؛ و . مک شین، ماری لین دی (1393). نظریه‌های جرم‌شناسی، ترجمۀ حمید‌رضا ملک‌محمدی، تهران: میزان.

     

    ب) خارجی

    1. Australian Public Service Commission (2007). Changing Behavior: A Public Policy Perspective, Published by Australian Public Service Commission.
    2. Department of Health (2006).  Health Challenge England: next steps for Choosing Health, London: Health Ministry, Department of Health.
    3. Dolan, Paul; Hallsworth, Michael; Halpern, David; King, Dominic; & Vlaev, Ivo (2010). MINDSPACE: Influencing Behavior through Public Policy,UK; Cabinet Office.
    4. Ewing, Michael T. (2002). Social Marketing, Best Business Books publications.
    5. Fischer, Frank; Miller, Gerald J. & Sidney, Mara S. (2007). Handbook of Public Policy Analysis: theory, politics and methods, CRC Press.
    6. Grier, Sonya; & Bryant, Carol A. (2005). “Social Marketing in Public Health”, Annual Reviews, 26, pp. 319-339.
    7. Hopwood, Toby; & Merritt, Rowena (2011). Big Pocket Guide to Using Social Marketing for Behavior Change, London: National Social Marketing Centre
    8. Lefebvre, R Craig (2011). “An Integrative Model for Social Marketing”, Journal of Social Marketing, Vol. 1, pp. 54-72.
    9. Neiger, Brad L.; Thackeray, Rosemary; Barnes, Michael D.; & McKenzie, James F. (2003). Positioning Social Marketing as a Planning Process for Health Education, EBSCO Publications.
    10. Kennedy, Amanda L. (2010). “Using Community-Based Social Marketing Techniques to Enhance Environmental Regulation”, Journal of Sustainability, pp. 1138-1160.
    11. Kotler, Philip; & Zaltman, Gerald (1971). “Social Marketing: An Approach to Planned Social Change”, Journal of Marketing, Vol. 35, pp. 3-12.
    12. Kotler, Philip; & Lee, Nancy R. (2008). Social Marketing: influencing behaviors for good, 3rded, Sage Publications.

    ج) وب‌سایت‌ها

    1. www.Pledgebank.com
    2. www.collaborativefinance.org

     

POLITICAL QUARTERLY
Volume 49, Issue 4
January 2020
Pages 1043-1061

Files

History

  • Receive Date: 22 December 2015
  • Revise Date: 09 October 2016
  • Accept Date: 09 October 2016

Share

How to cite

Statistics