Reignite The Fire

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Presentation for the WSMC Conference

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Reignite The Fire

  1. 1. Reigniting the Fire Dr Stephen Dann
  2. 2. The Back Story <ul><li>2006 ANSM Conference </li></ul><ul><li>2006 ANZMAC Panel </li></ul><ul><li>2007 Journal of Public Affairs </li></ul>
  3. 3. 2008 (Re)Ignite the Fire
  4. 4. Where we stand… <ul><li>the definition and domain of social marketing </li></ul><ul><ul><li>Means by which we operate </li></ul></ul><ul><ul><li>Social marketing mechanism </li></ul></ul><ul><li>Need to defend the domain </li></ul><ul><ul><li>Resist the online newcomers and the social media marketers ambushing the discipline </li></ul></ul>
  5. 5. Where we stand… <ul><li>understanding the m-word </li></ul><ul><ul><li>what constitutes the ‘marketing’ aspect of ‘social marketing’? </li></ul></ul><ul><ul><ul><li>American Marketing Association (2007)? </li></ul></ul></ul><ul><ul><ul><li>Chartered Institute of Marketing (1971)? </li></ul></ul></ul><ul><li>Future developments in the definition </li></ul><ul><ul><li>Charted Institute of Marketing 2009? </li></ul></ul>
  6. 6. Where we stand… <ul><li>Application, adaptation and adoption of… </li></ul><ul><ul><li>service dominant logic </li></ul></ul><ul><ul><ul><li>Unlocking the embedded health/wellbeing service </li></ul></ul></ul><ul><ul><li>value-in-use </li></ul></ul><ul><ul><ul><li>When does a seatbelt become valuable? </li></ul></ul></ul><ul><ul><li>Customer co-creation of value </li></ul></ul><ul><ul><ul><li>The Health Club Membership versus healthy exercise </li></ul></ul></ul>
  7. 7. Where we stand… <ul><li>Exporting social marketing theory </li></ul><ul><ul><li>Adaptation, adoption and exportation? </li></ul></ul><ul><ul><ul><li>Online marketing is behavioural based </li></ul></ul></ul><ul><ul><ul><li>Brand is attitude based </li></ul></ul></ul><ul><ul><ul><li>Emotions? </li></ul></ul></ul>
  8. 8. From here…
  9. 9. Defend the Spend Metrics, measurement and self confidence
  10. 10. Changing demographics Population spikes, ageing, and the consequence of the baby boom
  11. 11. Marketing as a societal force Social marketing, social change, commercial change, commercial marketing.
  12. 12. Discussion

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