... a preferred class offering. An understanding of direct competitors can provide information preventing failure, thereby enhancing opportunities for programme success (Kim et al., 2019). Dietrich et al. (2022) noted that when the social marketing benchmarks of behaviour, customer orientation...

...; the Social Marketing Indicator (SMI) and Andreasen’s Benchmark Criteria. Findings – In the case of the benchmarks, 26 per cent of the campaigns fulfilled four or more criteria and no criterion was fulfilled by more than 70 per cent. The main differences between current practices and social marketing...

... compared to social marketing using Andreasen's six social marketing benchmark criteria. Findings – In total, 31 campaigns were included in the review. Some 55 per cent of planners reported knowing about social marketing and 52 per cent reported using it in the reviewed campaign. Relative...