All Outputs (5)

From the 4Ps to COM-SM: Reconfiguring the social marketing mix (2013)
Journal Article

In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit for pu... Read More about From the 4Ps to COM-SM: Reconfiguring the social marketing mix.

Beyond persuasion: A cultural perspective of behaviour (2013)
Journal Article

Purpose: This research suggests that understanding problem behaviours through a cultural lens may offer multifarious layers of insight and provide opportunities for more effective intervention than the classical psychological perspective and cognitiv... Read More about Beyond persuasion: A cultural perspective of behaviour.

Using social marketing to encourage teenage mothers to breastfeed (2013)
Journal Article

Purpose: This purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are particularly prone to low levels of breastfeeding and there has been a l... Read More about Using social marketing to encourage teenage mothers to breastfeed.

'But is it a normal thing?' Teenage mothers' experiences of breastfeeding promotion and support (2013)
Journal Article

Aim: To explore teenagers' experiences of the breastfeeding promotion and support delivered by health professionals. Design: A qualitative study conducted in an English city. Methods: Pregnant teenagers and teenage mothers (n = 29) took part in semi-... Read More about 'But is it a normal thing?' Teenage mothers' experiences of breastfeeding promotion and support.

Wheels, skills and thrills: A social marketing trial to reduce aggressive driving from young men in deprived areas (2013)
Journal Article

Young men from poorer backgrounds are associated with high road traffic collision levels. However, solving this problem has proven very difficult. Hence this paper summarises the findings of a UK government funded two-year trial of a cross-discipline... Read More about Wheels, skills and thrills: A social marketing trial to reduce aggressive driving from young men in deprived areas.