ISMA: Global Consensus On Social Marketing Principles, Concepts and Techniques


Developed by a 13-member working group chaired by Professor Jeff French (ESMA) over the past two and half years, the Global Consensus paper represents a broad agreement about the fundamental concepts and central principle of social marketing. 

The consensus definition of Social Marketing:

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviour that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable



The membership of this working group: Hamilton Carvalho, Rebekah Russell-Bennett, Patrick Cook, Duane Sinead, Stephen Dann, Suzanne Suggs, Wilma Falconer, Matthew Wood, Jeff French (Chair), Win Morgan, Ross Gordon, Nadina Luca, Philip Holden

This paper was formally ratified by the ESMA, AASM and SMANA Boards between July and August 2017.

ESMA, AAS, SMANA, ISMA, ASOCIACIÓN LATINOAMERICANA DE MERCADEO SOCIAL.   All correspondence re this draft paper should be sent to:

Italian Social Marketing Association

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