Marketers have long been recognised for their ability to stimulate demand, assisting corporations to sell products, services and ideas in ever-increasing quantities and/or improved efficiencies. Informed by the marketing discipline, social marketing is developing an increasing evidence base demonstrating its effectiveness in changing behaviours for social good.
Increasingly, governments and non-profit agencies across the globe are recognising marketing’s potential as an agent of change.
ANZMAC 2014 will showcase how marketing has been used effectively as an agent of change in:
»» Social settings
»» Commercial marketing settings
Moving Beyond Behaviour Change: a 21st Century Agenda for Social Marketing
Gerard Hastings is the first UK Professor of Social Marketing and founder/director of the Institute for Social Marketing (www.ism.stir.ac.uk) and Centre for Tobacco Control Research (www.ctcr.stir.ac.uk) at Stirling and the Open University. He researches the applicability of marketing principles like consumer orientation, branding and strategic planning to the solution of health and social problems. He also conducts critical marketing research into the impact of potentially damaging marketing, such as alcohol, tobacco and fast food promotion.
A copy of Professor Hasting's Keynote Speech PowerPoint Slides can be found here.
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