Global consensus on social marketing principles, concepts and techniques

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ESMA is pleased to announce that the Social Marketing Concepts and Principle paper that we have contributed to alongside other global social marketing associations has now been endorsed by all existing professional associations. This paper is a significant mile-stone in the development of consensus around the nature, form and purpose of social marketing.

A working group made up of several ESMA members and members of other associations chaired by Professor Jeff French spent two and a half years developing this new consensus paper on what constitute the core concepts of social marketing and its central principle. The paper was commissioned to build on and provide more detail to underpin the global consensus definition of social marketing that was endorsed by all professional associations in 2013.

A copy of the final endorsed concepts and principle paper can be found here.

Jeff French said: This is great news and the working group are delighted. We hope that the new consensus on key concepts will be used to inform debate, teaching and research and help move the field forward. ESMA will be working with other associations to update both these consensus statements on a regular basis and we welcome your ongoing comment and input.

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