Social marketing strategy and industry involvement

Purpose - This commentary presents a theoretical model with a special emphasis on developing social marketing strategies and tactics that account for industry involvement. The overall goal is to enhance social marketing effectiveness. Design/methodology/approach - A planning model is presented which helps the social marketer account for industry involvement in the social or public health problem. Findings - The paper finds that conducting an analysis of the causal influences of the social or public health problem helps to inform strategy development. Originality/value - The paper presents a planning mode that can be useful in identifying industry contributions to social problems and in anticipating industry opposition to social change. The model is particularly appropriate for developing social marketing programs in which industry involvement is present.