Social marketing: a critical response

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Abstract
This paper presents a response to Buchanan et al.'s critique of our previous paper ‘Social Marketing and Communication in Health Promotion’ (Health Promotion International, 6, 135–145). It examines their comments in five areas: consumer orientation, exchange, profitability, integrated approach and advertising. Our response takes issue with many of the points made by Buchanan et al., and suggests that the authors have failed to raise more legitimate and relevant questions about social marketing Ultimately, it concludes that Buchanan says nothing to alter our original opinion that social marketing along with other disciplines, does have the potential to make a useful contribution to health promotion.

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