The Purpose of Segmentation

Segmentation is one of the first critical decisions a social marketing or health communication program must make – even if it is to not segment and use the ‘field of dreams’ strategy (“If we build it, they will come”). Even when decisions...

Can Soda Companies Engage in Social Marketing?

Coca-Cola, PepsiCo, and the Dr Pepper Snapple Group pledged yesterday to cut beverage calories in the American diet by 20% by 2025 through promoting bottled water, low-calorie drinks and smaller portions. From The Wall Street Journal, “Under the voluntary...

Academic Competencies for Social Marketing

What should be the minimal requirements for someone who wants to learn about and practice social marketing? That discussion has been bounced around the field for many years, and yes, everyone has an opinion. The good news is that with the emergence of the...
 
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