Purpose The purpose of this paper is to demonstrate the role that journal article titles play in engaging the reader. Design/methodology/approach This paper build on previous commentaries to provide evidence for the role of the title. Findings A snappy title acts as a device to capture attention...

Purpose To demonstrate how techniques from creative writing can be used to develop interesting and insightful journal articles. Design/methodology/approach This paper aims to use the creative writing techniques related to style, theme and character development to offer advice for academic...

Purpose The purpose of this paper it to highlight the challenges of managing and handling data for services marketers that have been brought about by the contemporary environment and emerging schools of thought. Design/methodology/approach A comparison is made between conventional data...

Purpose – The social marketing literature tends to focus on upstream marketing (policy) and downstream (individual behaviour change) and has a limited view on midstream (working with partners and community groups) social marketing. The paper proposes midstream social marketing should also...

Purpose – This paper aims to set out a new hierarchical and differentiated model of social marketing principles, concepts and techniques that builds on, but supersedes, the existing lists of non-equivalent and undifferentiated benchmark criteria. Design/methodology/approach – This is a...

Purpose – This paper aims to understand how experiential value can generate awareness, image, perceived quality and loyalty to the moderate drinking brand. Electronic games are increasingly used by social marketers in an attempt to support target audiences uptake of social behaviours. However,...

Purpose – Despite the importance of theory as a driving framework, many social marketers either fail to explicitly use theory as the basis of designing social marketing interventions or default to familiar theories which may not accurately reflect the nature of the behavioural issue. The...