...Ross Gordon; Christine Domegan; Katie Collins; Martine Stead; Patricia McHugh; Tim Hughes Purpose – Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst...

...Ross Gordon; Nadia Zainuddin Purpose – The purpose of this paper is to examine the impact of experience levels on consumers' value perceptions in their use of a social marketing preventative health service. The study uses services thinking to investigate customer value in a social marketing...

... in terms of the tactics it employs. The paper calls for a set of ethical codes which would enable social marketers to better defend approaches that deploy more implicit and strongly persuasive techniques common in the commercial world but unacknowledged in social marketing. Originality/value...