从实践和政治中学习:新西兰奥特亚社会营销的兴衰(1984–2017)

IF 2.3 Q3 BUSINESS
Tim Antric, M. Toledano, D. Mckie
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引用次数: 1

摘要

背景:这篇文章是第一个探讨社会营销作为一种专业实践的出现和演变在新西兰新西兰b[1] (NZ)。文章重点:文章确定了关键的政治因素,使社会营销在新西兰的出现,并导致衰落。研究问题:社会营销从业者认为对其在新西兰的发展影响最大的因素是什么?对社会营销领域的重要性:这篇文章通过提供社会营销在新西兰如何演变的第一个账户,并通过确定政治因素的关键作用,对不同司法管辖区社会营销历史上不断增长的文献做出了独特的贡献。方法:对20位经验丰富的社会营销人员进行了欣赏式询问式访谈,并对重要文献进行了回顾。由于新西兰的研究领域很小,所以几乎可以采访到所有的领军人物。结果:本研究构建了纽西兰社会行销的显著政治影响的时间轴,并确定新自由主义方法为关键。最初,新自由主义由于强调个人对健康的责任而促进了社会营销的发展。后来,由于社会营销将焦点从下游转移到上游的经济、政治和社会因素,新自由主义议程帮助瓦解了这一学科。对研究或实践的建议:这项研究得出结论,为了维持其领域的合法性,社会营销人员需要不断地以证据为基础进行沟通,以证明他们的有效性和责任,并减少对政府资助的依赖。它还建议继续扩大对不同地方社会营销不同演变的具体研究,以更好地绘制共性和对比。局限性:本研究仅限于新西兰的社会营销,并将在特定历史时期对其他文化和政治制度下的社会营销进行比较研究。虽然主要是从自己的角度来探讨新西兰社会营销人员的经验,但可以扩大到包括其他角度。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Learning From Practice and Politics: The Rise and Fall of Social Marketing in Aotearoa New Zealand (1984–2017)
Background: This article is the first to explore the emergence and evolution of social marketing as a professional practice in Aotearoa New Zealand [1] (NZ). Focus of the Article: The article identifies key political factors enabling the emergence, and causing the decline, of social marketing in NZ. Research Question: What are the factors that practitioners of social marketing identify as most influential on its development in NZ? Importance to the Social Marketing Field: The article makes a unique contribution to the growing literature on the history of social marketing in different jurisdictions by providing the first account of how social marketing evolved in NZ and by identifying the crucial role of political factors. Methods: The research is based on appreciative inquiry-based interviews with 20 experienced social marketers and a review of key documents. Because the field in NZ is small, it was possible to interview almost all of the leading figures. Results: This study constructs a timeline of significant political impacts on social marketing in NZ and identifies neoliberal approaches as key. Initially, neoliberalism enabled the growth of social marketing due to its emphasis on individual responsibility for health. Later, a neoliberal agenda helped disestablish the discipline due to social marketing shifting focus from downstream to upstream economic, political and social factors. Recommendations for Research or Practice: This research concludes that to sustain the legitimacy of their field, social marketers need to produce ongoing evidence-based communication of their effectiveness and responsibility and be less dependent on government funding. It also suggests the continuing enlargement of specifically situated studies of the different evolutions of social marketing in different places to better map commonalities and contrasts. Limitations: The study is limited to social marketing in NZ and would be strengthened by comparative studies of social marketing within other cultures and political systems during particular historical periods. While mainly exploring NZ social marketers’ experience from their own point of view, it could be broadened to include other perspectives.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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