Reignite The Fire
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Reignite The Fire

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Presentation for the WSMC Conference

Presentation for the WSMC Conference

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Reignite The Fire Reignite The Fire Presentation Transcript

  • Reigniting the Fire Dr Stephen Dann
  • The Back Story
    • 2006 ANSM Conference
    • 2006 ANZMAC Panel
    • 2007 Journal of Public Affairs
  • 2008 (Re)Ignite the Fire
  • Where we stand…
    • the definition and domain of social marketing
      • Means by which we operate
      • Social marketing mechanism
    • Need to defend the domain
      • Resist the online newcomers and the social media marketers ambushing the discipline
  • Where we stand…
    • understanding the m-word
      • what constitutes the ‘marketing’ aspect of ‘social marketing’?
        • American Marketing Association (2007)?
        • Chartered Institute of Marketing (1971)?
    • Future developments in the definition
      • Charted Institute of Marketing 2009?
  • Where we stand…
    • Application, adaptation and adoption of…
      • service dominant logic
        • Unlocking the embedded health/wellbeing service
      • value-in-use
        • When does a seatbelt become valuable?
      • Customer co-creation of value
        • The Health Club Membership versus healthy exercise
  • Where we stand…
    • Exporting social marketing theory
      • Adaptation, adoption and exportation?
        • Online marketing is behavioural based
        • Brand is attitude based
        • Emotions?
  • From here…
  • Defend the Spend Metrics, measurement and self confidence
  • Changing demographics Population spikes, ageing, and the consequence of the baby boom
  • Marketing as a societal force Social marketing, social change, commercial change, commercial marketing.
  • Discussion