Broadening the scope of social marketing theory, application and practice

This special issue edited by Christine Domegan and Fiona Harris is focused on a timely topic: broadening the scope of social marketing. Fry, Previte and Brennan (2017) reflect on moving beyond benchmarks in social marketing. McHugh and Domegan’s article responds to the call for reflexivity in social marketing. Spotswood et al (2017) provide a conceptualisation of practice theory and social change. Hastings (2017) reflects on the spiritual dimension of social marketing. The issue also covers social countermarketing (Bellew et al. 2017), social movements (Daellenbach and Parkinson, 2017) and social media and alcohol consumption in young people (Jones et al. 2017). ESMA members benefit from free access to the Journal of Social Marketing.