The deadline for submissions is 31st January 2013
Now that social marketing as a discipline has reached adulthood (Andreasen, 2003), we might expect the next phase in its development will bring new ideas and fresh thinking. Yet, reviewing the extant literature reveals a predominance of traditional models such as application of the 4Ps marketing mix (Gordon et al. 2012), or over-reliance on behavioural theories such as the Health Belief Model or the Theory of Planned Behaviour that have their limitations. This is despite calls for social marketing to ‘fly solo’ and develop theory, concepts and models of its own, rather than frequently borrowing directly from mainstream marketing (Peattie and Peattie, 2003).
However, The Journal of Social Marketing (JSOCM) has provided an outlet for contemporary ideas in the field, including critical thinking (Farrell and Gordon, 2012), transformative social marketing (Lefebvre, 2012), use of dialogic theory (Waters et al. 2011), and moving upstream (Wymer, 2011). This special issue seeks to enhance this tradition by encouraging submissions that introduce new ideas, fresh thinking, or investigate under researched dimensions of social marketing.
Special Issue Scope:
Manuscript submissions examining (but not restricted to) the following topics are encouraged:
- Use of alternative theories and models in social marketing
- Innovative research methods in social marketing
- Social marketing in new contexts
- Critical social marketing
- Critical and reflexive discourse in social marketing
- Rethinking the social marketing mix
- Upstream social marketing
- Social marketing pedagogy
This special issue of the Journal of Social Marketing will feature 5 published papers which introduce new ideas and fresh thinking into the field.
Early expressions of interest and enquiries can be directed to the special issue Guest Editor, Dr Ross Gordon, who can be contacted at rgordon@uow.edu.au.