“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress...

Purpose – This paper seeks to identify and discuss a phenomenon with a hidden but severe impact on the conduct of research and teaching in marketing. Design/methodology/approach – Solicited as a viewpoint contribution, with permission to think aloud. Findings – Physics, as the archetypal...

Purpose – The image of cyclists has been increasingly recognised as an important factor in social marketing programmes aimed at increasing cycling. The purpose of this paper is to present findings from a multi‐stage research project exploring image incongruencies between cyclists and...

Purpose – The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the “needs” of society; the nature of exchange; the inclusion of techniques not explicitly considered part of...

Purpose – This research suggests that understanding problem behaviours through a cultural lens may offer multifarious layers of insight and provide opportunities for more effective intervention than the classical psychological perspective and cognitive models. The paper aims to discuss these...

Purpose – In this paper, the authors aim to contend that the 4Ps of social marketing have been stretched beyond breaking point. Originally designed for social marketing mixes that contained products and prices, the social marketing 4Ps are no longer fit for purpose in an age where social...

Literature findings suggest a powerful role for Web sites in football club marketing. The authors used this as a springboard for an exploratory study which combined qualitative interviews with empirical observations of football Web sites. Links were discovered between clubs’ marketing...

Purpose – This purpose of this paper is to report on a study of the possible role of social marketing in encouraging breastfeeding amongst teenage mothers. UK teenage mothers are particularly prone to low levels of breastfeeding and there has been a lack of response to traditional health...