Social marketing: advancing a new planning framework to guide programmes

Akbar, M.B. ORCID: 0000-0003-3092-6878, Ndupu, L.B., French, J. and Lawson, A., 2021. Social marketing: advancing a new planning framework to guide programmes. RAUSP Management Journal, 56 (3), pp. 266-281. ISSN 2531-0488

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Purpose - This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES).

Design/methodology/approach - The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches.

Findings - The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms.

Research limitations/implications - The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective and sustainable social marketing programmes to influence or change specific behaviours based on available resources.

Originality/value - This paper makes an important contribution to social marketing theory and practice by integrating elements of behaviour maintenance, consideration of ethical perspectives and continuous feedback mechanisms in developing the CSD-IES framework, bringing it in line with the global consensus definition of social marketing.

Item Type: Journal article
Publication Title: RAUSP Management Journal
Creators: Akbar, M.B., Ndupu, L.B., French, J. and Lawson, A.
Publisher: Emerald
Date: 11 August 2021
Volume: 56
Number: 3
ISSN: 2531-0488
Rights: Copyright © 2021, M. Bilal Akbar, Lawrence B. Ndupu, Jeff French and Alison Lawson. Published in RAUSP Management Journal. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 01 Apr 2022 15:51
Last Modified: 01 Apr 2022 15:51

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