A Critical Cultural Approach to Social Marketing?

  • Valerie HarwoodEmail author
  • Nyssa Murray


In this chapter the first part of the discussion of critical cultural approach to social marketing is presented. When it comes to promoting education we really do need to rethink assumptions about education promotion as a ‘given’, and embrace the proposition that there is a need to make better efforts to promote the ideas, practices and cultures of learning and education. In this regard, education promotion is underpinned by the idea of an ‘action of helping forward’ (Oxford English Dictionary, 2018); that is, helping education forward. This chapter is organised into two parts. The first part of the chapter discusses what we mean by a critical and cultural emphasis, and how we envisage that this works with concepts and techniques from social marketing. The second part of the chapter provides an overview of social marketing and a brief explanation of social marketing techniques. This outline includes a short background to social marketing, including social marketing definitions, the social marketing ‘benchmarks’ or ‘criteria’ and the processes involved in social marketing. Some of the key characteristics or concepts in social marketing, such as influencing behaviour or behaviour change and the marketing mix, are also briefly discussed.


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© The Author(s) 2019

Authors and Affiliations

  1. 1.Sydney School of Education and Social WorkThe University of SydneySydneyAustralia

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