Paper to be presented at WSM Conference 2017

Next May 16, 2 pm, we will be at the World Social Marketing, Conference, in Washington, to present this paper:

A National Policy Process on Social Marketing: The British Case

Acknowledgements

Conducted between 2004 and 2015, this research was partially supported by Calouste Gulbenkian Foundation, Foundation for Science and Technology and CEBI Foundation. I thank Jeff French and all the National Social Marketing Centre staff. And also Fiona Adshead, Julie Alexander, Mehboob Umarji, Bruno Jobert, Pierre Muller, and Vivien A. Schmidt. All of them provided information, expertise and support that greatly assisted this research during all the years that it lasted.

Abstract

Since 2004, the British government has delivered a wider national policy on social marketing that has created a new frame of reference in this field. Using a cognitive approach, this research studies the genesis, evolution, and implementation of that policy process that led to an important development in British public health policy, with the aim of improving social behaviour change and wellbeing. The conclusions advance a generic framework for a national policy on social marketing, as a contribution to the conception and development of similar policy solutions in other situations and countries, according to appropriate transfer and implementation. This paper was done on the basis of the author’s book Social Marketing in a Country, The British Experience (Charleston, SC: CreateSpace, 2016).