Skip to main content
SpringerLink
Log in

A Critical Cultural Approach to Social Marketing?

  • Chapter
  • First Online:
The Promotion of Education

  • 285 Accesses

Abstract

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 29.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 37.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Almosa, Y., Parkinson, J., & Rundle-Thiele, S. (2017). Littering reduction: A systematic review of research 1995–2015. Social Marketing Quarterly, 23(3), 203–222. https://doi.org/10.1177/1524500417697654.

    Article  Google Scholar 

  • Andreasen, A. R. (1984). A power potential approach to middlemen strategies in social marketing. European Journal of Marketing, 18(4), 56. https://doi.org/10.1108/EUM0000000004786.

    Article  Google Scholar 

  • Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of Public Policy and Marketing, 13(1), 108. https://doi.org/10.1177/074391569401300109.

    Article  Google Scholar 

  • Andreasen, A. R. (1995). Marketing social change: Changing behaviour to promote health, social development and the environment. San Francisco: Josey-Bass.

    Google Scholar 

  • Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of Public Policy and Marketing, 21(1), 3–13.

    Article  Google Scholar 

  • Andreasen, A. R., & Mirabella, R. (2006). Social marketing in the 21st century (Vol. 17, pp. 235–237). Thousand Oaks: Sage.

    Google Scholar 

  • Bellew, W., Bauman, A., Freeman, B., & Kite, J. (2017). Social countermarketing: Brave new world, brave new map. Journal of Social Marketing, 7(2), 205–222. https://doi.org/10.1108/JSOCM-09-2016-0052.

    Article  Google Scholar 

  • Brennan, L., & Binney, W. (2008). Concepts in conflict: Social marketing and sustainability. Journal of Nonprofit & Public Sector Marketing, 20(2), 261–281. https://doi.org/10.1080/10495140802224951.

    Article  Google Scholar 

  • Brennan, L., Previte, J., & Fry, M.-L. (2016). Social marketing’s consumer myopia. Journal of Social Marketing, 6(3), 219–239. https://doi.org/10.1108/JSOCM-12-2015-0079.

    Article  Google Scholar 

  • Bryant-Stephens, T., Garcia-Espana, J., & Winston, F. (2013). Boosting restraint norms: A community-delivered campaign to promote booster seat use. Traffic Injury Prevention, 14(6), 578–583. https://doi.org/10.1080/15389588.2012.733840.

    Article  Google Scholar 

  • Butler, J. (2001). What is critique? An essay on Foucault’s virtue. Retrieved from http://eipcp.net/transversal/0806/butler/en.html.

  • Buyucek, N., Kubacki, K., Rundle-Thiele, S., & Pang, B. (2016). A systematic review of stakeholder involvement in social marketing interventions. Australasian Marketing Journal (AMJ), 24(1), 8–19. https://doi.org/10.1016/j.ausmj.2015.11.001.

    Article  Google Scholar 

  • Collins, K., Tapp, A., & Pressley, A. (2010). Social marketing and social influences: Using social ecology as a theoretical framework. Journal of Marketing Management, 26(13/14), 1181. https://doi.org/10.1080/0267257X.2010.522529.

    Article  Google Scholar 

  • Crawshaw, P. (2012). Governing at a distance: Social marketing and the (bio) politics of responsibility. Social Science and Medicine, 75(1), 200–207. https://doi.org/10.1016/j.socscimed.2012.02.040.

    Article  Google Scholar 

  • Crawshaw, P., & Newlove, C. (2011). Men’s understandings of social marketing and health: Neo-liberalism and health governance. International Journal of Men’s Health, 10(2), 136. https://doi.org/10.3149/jmh.1002.136.

    Article  Google Scholar 

  • Daniel, K. L., Prue, C., Taylor, M. K., Thomas, J., & Scales, M. (2009). ‘Learn the signs. Act early’: A campaign to help every child reach his or her full potential. Public Health, 123(1), e11–e16.

    Google Scholar 

  • Dibb, S., & Carrigan, M. (2013). Social marketing transformed: Kotler, Polonsky and hastings reflect on social marketing in a period of social change. European Journal of Marketing, 47(9). https://doi.org/10.1108/ejm-05-2013-0248.

    Article  Google Scholar 

  • Dietrich, T., Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in social marketing: Process, methods and application. Singapore: Springer.

    Book  Google Scholar 

  • Domegan, C., McHugh, P., Devaney, M., Duane, S., Hogan, M., Broome, B. J., … Piwowarczyk, J. (2016). Systems-thinking social marketing: Conceptual extensions and empirical investigations. Journal of Marketing Management, 32(11–12), 1123–1144. https://doi.org/10.1080/0267257x.2016.1183697.

    Article  Google Scholar 

  • Donovan, R. J., & Henley, N. (2010). Principles and practice of social marketing: An international perspective. Cambridge: Cambridge University Press.

    Google Scholar 

  • Edgar, T., Huhman, M., & Miller, G. (2015). Understanding “place” in social marketing: A systematic review. Social Marketing Quarterly, 21(4), 230.

    Article  Google Scholar 

  • Firestone, R., Rowe, C. J., Modi, S. N., & Sievers, D. (2017). The effectiveness of social marketing in global health: A systematic review. Health Policy and Planning, 32(1), 110–124. https://doi.org/10.1093/heapol/czw088.

    Article  Google Scholar 

  • Foucault, M. (1997). What is critique? In S. Lotringer & L. Hochroth (Eds.), The politics of truth: Michel Foucault (pp. 23–82). New York: Semiotext(e).

    Google Scholar 

  • French, J. (2010). Social marketing on a shoestring budget. In J. French, C. Blair-Stevens, D. McVey, & R. Merritt (Eds.), Social marketing and public health: Theory and practice (pp. 248–262). Oxford: Oxford University Press.

    Google Scholar 

  • French, J. (2011). Why nudging is not enough. Journal of Social Marketing, 1(2), 154–162. https://doi.org/10.1108/20426761111141896.

    Article  Google Scholar 

  • French, J. (2017a). Social marketing and public health (2nd ed.). Oxford: Oxford University Press.

    Book  Google Scholar 

  • French, J. (2017b). Social marketing planning. In J. French (Ed.), Social marketing and public health: Theory and practice (2nd ed.). Oxford: Oxford University Press.

    Google Scholar 

  • French, J., & Blair-Stevens, C. (2006). The big pocket guide to social marketing. London: National Consumer Council, National Social Marketing Centre.

    Google Scholar 

  • French, J., & Blair-Stevens, C. (2008). The total process planning framework for social marketing. London: National Social Marketing Centre.

    Google Scholar 

  • French, J., & Gordon, R. (2015). Strategic social marketing. Los Angeles: Sage.

    Google Scholar 

  • French, J., & Russell-Bennett, R. (2015). A hierarchical model of social marketing. Journal of Social Marketing, 5(2), 139–159. https://doi.org/10.1108/JSOCM-06-2014-0042.

    Article  Google Scholar 

  • Fry, M.-L., Previte, J., & Brennan, L. (2017). Social change design: Disrupting the benchmark template. Journal of Social Marketing, 7(2), 119–134. https://doi.org/10.1108/jsocm-10-2016-0064.

    Article  Google Scholar 

  • Gordon, R. (2011). Critical social marketing: Definition, application and domain. Journal of Social Marketing, 1(2), 82–99. https://doi.org/10.1108/20426761111141850.

    Article  Google Scholar 

  • Gordon, R., Russell-Bennett, R., & Lefebvre, R. C. (2016). Social marketing: The state of play and brokering the way forward. Journal of Marketing Management, 32(11–12), 1059–1082. https://doi.org/10.1080/0267257X.2016.1199156.

    Article  Google Scholar 

  • Gould, S., & Semaan, R. W. (2014). Avoiding throwing out the baby with the bathwater: Critically deconstructing contested positions on social and macromarketing in the health domain. Journal of Macromarketing, 34(4), 520–531. https://doi.org/10.1177/0276146714530165.

    Article  Google Scholar 

  • Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319–339. https://doi.org/10.1146/annurev.publhealth.26.021304.144610.

    Article  Google Scholar 

  • Gurrieri, L., Previte, J., & Brace-Govan, J. (2013). Women’s bodies as sites of control: Inadvertent stigma and exclusion in social marketing. Journal of Macromarketing, 33(2), 128. https://doi.org/10.1177/0276146712469971.

    Article  Google Scholar 

  • Harwood, V., Hickey-Moody, A., McMahon, S., & O’Shea, S. (2017). The politics of widening participation and university access for young people: Making educational futures. London: Routledge.

    Google Scholar 

  • Harwood, V., & Murray, N. (2019). Strategic discourse production and parent involvement: Including parent knowledge and practices in the Lead My Learning campaign. International Journal of Inclusive Education, 23(4), 353–368. https://doi.org/10.1080/13603116.2019.1571119.

    Article  Google Scholar 

  • Harwood, V., & Rasmussen, M. L. (2004). Studying schools with an ethic of discomfort. In B. Baker & K. Heyning (Eds.), Dangerous coagulations? The uses of Foucault in the study of education (pp. 305–321). New York: Peter Lang.

    Google Scholar 

  • Hastings, G. (2007). Social marketing: Why should the devil have all the best tunes? London and Amsterdam: Elsevier/Butterworth-Heinemann.

    Google Scholar 

  • Hastings, G. B. (2009). Critical social marketing. In J. French, C. Blair-Stevens, D. McVey, & R. Merritt (Eds.), Social marketing and public health: Theory and practice (pp. 263–280). Oxford: Oxford University Press.

    Google Scholar 

  • Hastings, G. B., & Elliot, B. (1993). Social marketing practice in traffic safety. In Marketing of traffic safety (pp. 33–53, Chapter III). Paris: OECD.

    Google Scholar 

  • Hue, D. T., Brennan, L., Parker, L., & Florian, M. (2015). But I am normal: Safe? Driving in Vietnam. Journal of Social Marketing, 5(2), 105–124. https://doi.org/10.1108/JSOCM-07-2013-0048.

    Article  Google Scholar 

  • Huhman, M., Kelly, R. P., & Edgar, T. (2017). Social marketing as a framework for youth physical activity initiatives: A 10-year retrospective on the legacy of CDC’s VERB campaign. Current Obesity Reports, 6(2), 101. https://doi.org/10.1007/s13679-017-0252-0.

    Article  Google Scholar 

  • International Social Marketing Association. (2013). Social marketing definition. Retrieved from https://www.i-socialmarketing.org/social-marketing-definition#.XD1nqHozbu4.

  • Johnson, K. M., Jones, S. C., & Iverson, D. (2009). Guidelines for the development of social marketing programmes for sun protection among adolescents and young adults (Report). Public Health, 123, e6–e10.

    Article  Google Scholar 

  • Jones, R., Pykett, J., & Whitehead, M. (2011). Governing temptation: Changing behaviour in an age of libertarian paternalism. Progress in Human Geography, 35(4), 483–501. https://doi.org/10.1177/0309132510385741.

    Article  Google Scholar 

  • Jones, S., Andrews, K., & Francis, K. (2017). Combining social norms and social marketing to address underage drinking: Development and process evaluation of a whole-of-community intervention. PLoS ONE, 12(1), e0169872. https://doi.org/10.1371/journal.pone.0169872.

    Article  Google Scholar 

  • Kamin, T., & Anker, T. (2014). Cultural capital and strategic social marketing orientations. Journal of Social Marketing, 4(2), 94–110. https://doi.org/10.1108/JSOCM-08-2013-0057.

    Article  Google Scholar 

  • Kemp, G., Eagle, L., & Verne, J. (2011). Mass media barriers to social marketing interventions: The example of sun protection in the UK. Health Promotion International, 26(1), 37–45. https://doi.org/10.1093/heapro/daq048.

    Article  Google Scholar 

  • Kennedy, A.-M. (2017). Macro-social marketing research: Philosophy, methodology and methods. Journal of Macromarketing, 37(4), 347–355. https://doi.org/10.1177/0276146717735467.

    Article  Google Scholar 

  • Kotler, P., & Lee, N. (2009). Up and out of poverty: The social marketing solution. Upper Saddle River, NJ: Wharton School Publishing.

    Google Scholar 

  • Kotler, P., & Lee, N. (2015). Up and out of poverty: The social marketing solution. Upper Saddle River, NJ: Pearson Education.

    Google Scholar 

  • Kotler, P., & Levy, S. (1969). Broadening the concept of marketing. Journal of Marketing (pre-1986), 33(000001), 10.

    Google Scholar 

  • Kotler, P., & Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, 35(3), 3. https://doi.org/10.2307/1249783.

    Article  Google Scholar 

  • Kubacki, K., & Rundle-Thiele, S. (Eds.). (2017). Formative research in social marketing innovative methods to gain consumer insights. Singapore: Springer.

    Google Scholar 

  • Kubacki, K., & Szablewska, N. (2017). Social marketing targeting Indigenous peoples: A systematic review. Health Promotion International, 34, 133–143. https://doi.org/10.1093/heapro/dax060.

    Article  Google Scholar 

  • Ladero, M. M. G., & Alves, H. M. (Eds.). (2019). Case studies on social marketing: A global perspective. Cham, Switzerland: Springer.

    Google Scholar 

  • Lee, N. R., & Kotler, P. (2011). Social marketing: Influencing behaviors for good (4th ed.). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Lee, N. R., & Kotler, P. (2015). Social marketing influencing behaviours for good: Quick reference guide. In Social marketing services (5th ed.). Mercer Island, WA: Social Marketing Services.

    Google Scholar 

  • Lee, N. R., & Kotler, P. (2016). Social Marketing: Changing Behaviours for Good New York: Free Press.

    Google Scholar 

  • Lee, N. R., & Kotler, P. (2019). Social marketing: Behavior change for social good (6th ed.). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Lefebvre, R. C. (2013). Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. Chichester: Wiley.

    Book  Google Scholar 

  • Lefebvre, R., & Flora, J. (1988, Fall). Social marketing and public health intervention. Health Education Quarterly, 15(88), 298–315.

    Google Scholar 

  • Lowe, B., Lynch, D., & Lowe, J. (2015). Reducing household water consumption: A social marketing approach. Journal of Marketing Management, 31(3–4), 378–408. https://doi.org/10.1080/0267257X.2014.971044.

    Article  Google Scholar 

  • Luca, N. R., Hibbert, S., & McDonald, R. (2016). Towards a service-dominant approach to social marketing. Marketing Theory, 16(2), 194–218. https://doi.org/10.1177/1470593115607941.

    Article  Google Scholar 

  • Luecking, C. T., Hennink-Kaminski, H., Ihekweazu, C., Vaughn, A., Mazzucca, S., & Ward, D. S. (2017). Social marketing approaches to nutrition and physical activity interventions in early care and education centres: A systematic review. Obesity Reviews, 18, 1425–1438.

    Google Scholar 

  • Madill, J., Wallace, L., Goneau-Lessard, K., Stuart MacDonald, R., & Dion, C. (2014). Best practices in social marketing among Aboriginal people. Journal of Social Marketing, 4(2), 155–175. https://doi.org/10.1108/JSOCM-08-2013-0056.

    Article  Google Scholar 

  • McKenzie-Mohr, D. (2000a). Fostering sustainable behavior through community-based social marketing. American Psychologist, 55(5), 531–537. https://doi.org/10.1037/0003-066X.55.5.531.

    Article  Google Scholar 

  • McKenzie-Mohr, D. (2000b). Promoting sustainable behavior: An introduction to community-based social marketing. Journal of Social Issues, 56(3), 543.

    Article  Google Scholar 

  • McLeod, G., Insch, A., & Henry, J. (2011). Reducing barriers to sun protection—Application of a holistic model for social marketing. Australasian Marketing Journal (AMJ), 19(3), 212–222. https://doi.org/10.1016/j.ausmj.2011.05.008.

    Article  Google Scholar 

  • McMahon, S., Harwood, V., & Hickey-Moody, A. (2016). ‘Students that just hate school wouldn’t go’: Educationally disengaged and disadvantaged young people’s talk about university education. British Journal of Sociology of Education, 37(8), 1109–1128. https://doi.org/10.1080/01425692.2015.1014546.

    Article  Google Scholar 

  • Merritt, R. K., Kamin, T., Hussenöder, F., & Huibregtsen, J. (2017). The history of social marketing in Europe: The story so far. Social Marketing Quarterly, 23(4), 291–301. https://doi.org/10.1177/1524500417732771.

    Article  Google Scholar 

  • Mols, F., Haslam, S. A., Jetten, J., & Steffens, N. K. (2015). Why a nudge is not enough: A social identity critique of governance by stealth. European Journal of Political Research, 54(1), 81–98. https://doi.org/10.1111/1475-6765.12073.

    Article  Google Scholar 

  • National Social Marketing Centre (Ed.). (2011). Big pocket guide to using social marketing for behaviour change. London: NSMC.

    Google Scholar 

  • National Social Marketing Centre, Blair-Stevens, C., Slater, C., & French, J. (2006). Social marketing benchmark criteria. Retrieved from www.thensmc.com/file/244/download?token=S74a2YN9.

  • Opel, D., Diekema, D. S., Lee, N. R., & Marcuse, E. K. (2009). Social marketing as a strategy to increase immunization rates. JAMA Pediatrics, 163(5), 432–437.

    Google Scholar 

  • Oxford English Dictionary. (2018). Promotion, n. Oxford: Oxford University Press.

    Google Scholar 

  • Peattie, K., & Peattie, S. (2011). The social marketing mix: A critical review. In G. Hastings, K. Angus, & C. Bryant, A (Eds.), The SAGE handbook of social marketing (pp. 152–166). London: Sage.

    Google Scholar 

  • Potter, S. J., & Stapleton, J. G. (2012). Translating sexual assault prevention from a college campus to a United States military installation: Piloting the know-your-power bystander social marketing campaign. Journal of Interpersonal Violence, 27(8), 1593–1621. https://doi.org/10.1177/0886260511425795.

    Article  Google Scholar 

  • Robinson-Maynard, A., Meaton, J., & Lowry, R. (2013). Identifying key criteria as predictors of success in social marketing: Establishing an evaluation template and grid (ETG). In K. Kubacki & S. Rundle-Thiele (Eds.), Contemporary issues in social marketing (pp. 41–58). Newcastle upon Tyne: Cambridge Scholars Publishing.

    Google Scholar 

  • Rundle-Thiele, S. (2015). Looking back and moving forwards: An agenda for social marketing research. Recherche et Applications En Marketing (English Edition), 30(3), 128–133. https://doi.org/10.1177/2051570715599338.

    Article  Google Scholar 

  • Saunders, S. G., Barrington, D. J., & Sridharan, S. (2015). Redefining social marketing: Beyond behavioural change. Journal of Social Marketing, 5(2), 160–168. https://doi.org/10.1108/JSOCM-03-2014-0021.

    Article  Google Scholar 

  • Sewak, A., & Singh, G. (2017). Integrating social marketing into Fijian HIV/AIDS prevention programs: Lessons from systematic review. Health Communication, 32(1), 32–40. https://doi.org/10.1080/10410236.2015.1099500.

    Article  Google Scholar 

  • Stead, M., McDermott, L., & Hastings, G. (2007). Towards evidence-based marketing: The case of childhood obesity. Marketing Theory, 7(4), 379–406. https://doi.org/10.1177/1470593107083163.

    Article  Google Scholar 

  • Suarez-Almazor, M. E. (2011). Changing health behaviors with social marketing. Osteoporosis International: A journal Established as Result of Cooperation Between the European Foundation for Osteoporosis and the National Osteoporosis Foundation of the USA, 22(Suppl. 3), 461–463. https://doi.org/10.1007/s00198-011-1699-6.

    Article  Google Scholar 

  • Thrasher, J. F., Huang, L., Perez-Hernandez, R., Niederdeppe, J., Arillo-Santillan, E., & Alday, J. (2011). Evaluation of a social marketing campaign to support Mexico City’s comprehensive smoke-free law (Research and Practice) (Author abstract) (Report). The American Journal of Public Health, 101(2), 328. https://doi.org/10.2105/ajph.2009.189704.

    Article  Google Scholar 

  • Truong, V. D. (2014). Social marketing: A systematic review of research 1998–2012. Social Marketing Quarterly, 20(1), 15–34. https://doi.org/10.1177/1524500413517666.

    Article  Google Scholar 

  • Walsh, D., Rudd, R., Moeykens, B., & Moloney, T. (1993). Social marketing for public health. Health Affairs, 12(2), 104–119.

    Article  Google Scholar 

  • Wasan, P. G., & Tripathi, G. (2014). Revisiting social marketing mix: A sociocultural perspective. Journal of Services Research, 14(2), 127.

    Google Scholar 

  • Weinreich, N. K. (2011). Hands-on social marketing a step-by-step guide to designing change for good (2nd ed.). Los Angeles, CA: Sage.

    Google Scholar 

  • Wettstein, D., & Suggs, L. S. (2016). Is it social marketing? The benchmarks meet the social marketing indicator. Journal of Social Marketing, 6(1), 2–17. https://doi.org/10.1108/jsocm-05-2014-0034.

    Article  Google Scholar 

  • Wettstein, D., Suzanne Suggs, L., & Lellig, C. (2012). Social marketing and alcohol misuse prevention in German-speaking countries. Journal of Social Marketing, 2(3), 187–206. https://doi.org/10.1108/20426761211265186.

    Article  Google Scholar 

  • Wiebe, G. (1951). Merchandising commodities and citizenship on television. The Public Opinion Quarterly, 15, 679.

    Article  Google Scholar 

  • Wilkie, W. L., & Moore, E. S. (2003). Scholarly research in marketing: Exploring the “4 eras” of thought development. Journal of Public Policy & Marketing, 22(2), 116–146. https://doi.org/10.1509/jppm.22.2.116.17639.

    Article  Google Scholar 

  • Wilson-Strydom, M. (2015). University access and success: Capabilities, diversity and social justice. Oxford: Routledge.

    Book  Google Scholar 

  • Winkworth, G., McArthur, M., Layton, M., & Thompson, L. (2010). Someone to check in on me: Social capital, social support and vulnerable parents with very young children in the Australian Capital Territory. Child and Family Social Work, 15, 206–215.

    Article  Google Scholar 

  • Wong, M. L. (2002). Can social marketing be applied to leprosy programmes? Leprosy Review, 73(4), 308–318.

    Google Scholar 

  • Wright, J., & Harwood, V. (Eds.). (2009). Biopolitics and the ‘obesity epidemic’: Governing bodies. New York: Routledge.

    Google Scholar 

  • Zambon, F., Hyder, A., & Peden, M. (2012). Increasing seat belt use in the Russian context: Tailored social marketing campaign and concerted strengthened enforcement. Injury Prevention, 18(Suppl. 1), A245–A245. https://doi.org/10.1136/injuryprev-2012-040590w.69.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Sydney School of Education and Social Work, The University of Sydney, Sydney, NSW, Australia

    Valerie Harwood & Nyssa Murray

Authors
  1. Valerie Harwood
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Nyssa Murray
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Valerie Harwood .

Rights and permissions

Reprints and permissions

Copyright information

© 2019 The Author(s)

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Harwood, V., Murray, N. (2019). A Critical Cultural Approach to Social Marketing?. In: The Promotion of Education. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-25300-4_3

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-25300-4_3

  • Published:

  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-030-25302-8

  • Online ISBN: 978-3-030-25300-4

  • eBook Packages: EducationEducation (R0)

Publish with us

Policies and ethics

Search

Navigation