European Social Marketing Conference 2024

5. Theories and methods

Future direction

This conceptual presentation proposes a framework to better understand and utilise 'place', the 3rd P of the social marketing mix. The current confusion of 'place' has limited its intentional application to effect behaviour change. Drawing from multi-disciplinary perspectives of the understanding of place and other sociospatial constructs, it is proposed that 'place' moves from being a mere convenient mnemonic, to fully encapsulate its role and to enable social marketers to better realise sustained behaviour change.