Should social marketing campaigns be centralised or decentralised?

Alan Shaw

Research output: Contribution to conferencePaper


Social marketing is a process designed to improve the welfare of individuals and the society of which they are apart. Many developed countries use decentralisation policies for their social programmes but it is unclear if social marketing interventions should do the same.

This study will adopt a mix method approach, focusing specifically on diabetes health education courses provided by NHS England. It identified that a decentralised approach was currently used which caused confusion among participants because of the different branding.

The research will contribute to the theory and knowledge of social marketing and is likely to have a major impact on society as a whole: Diabetes UK identified that only 36% of diabetics have attended a course. Diabetes is classed as a long term chronic condition (LTCs), individuals living with an LTC account for 70% of the NHS’ budget. Those who attend health education courses are less likely to be a burden on the limited health resources, so solving the “uptake” problem could potential provide significant saving to the healthcare budget.
Original languageEnglish
Publication statusPublished - 8 Jul 2014
EventProceedings of the Academy of Marketing Conference - Bournemouth, United Kingdom
Duration: 7 Jul 201410 Jul 2014


ConferenceProceedings of the Academy of Marketing Conference
Country/TerritoryUnited Kingdom


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