Defining social marketing
The social marketing listserv has a burst of activity every so often with respect to ‘defining
social marketing’. Much of this is semantic, with various contributors taking perhaps
perverse intellectual delight in trying to think of exceptions to whatever defi nition is
proposed by someone else. We think that the vast majority of social marketing practitioners
have been doing quite well without a precise defi nition of each and every word, and
pedantic posturing serves little useful purpos