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Embracing complex social problems
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DOI：10.1108/JSOCM-03-2019-0049.png)
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摘要
En 中文
Purpose This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline' conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system dynamics field, and the promotion of mindware within a true transdisciplinary paradigm. Design/methodology/approach This paper uses literature review to support the proposed theoretical development. It also presents a short case study. Findings Most problems that plague our modern societies have a distinctive complex nature that is not amenable to traditional social marketing interventions. Social marketing has simplified the problem of bringing about societal change by thinking that upstream social actors can be influenced in the same way as downstream individuals. This paper shows that this is not the case while proposing a framework to close this gap. Originality/value This paper identifies two major gaps associated with the social marketing discipline, in particular the lack of complexity and systems thinking and the forsaking of ideas (mindware) as a legitimate goal of the discipline. This realization corroborates the claim that boundaries among disciplines are often artificial, hindering the proper understanding of complex social problems. In turn, only the use of adequate conceptual lenses makes it possible to devise interventions and programs that tackle actual causes (instead of symptoms) of complex social problems.
Keyword:
Marketing
Social marketing theory
Social marketing
Critical marketing
Public policy
Complexity science
System dynamics
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期刊
IF:
2.6
论文数:
316
被引数:
688
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