World Social Marketing Conference 2025

How confident are you in apply the 4Ps to your work? Do you love them? Hate them? Want to use them in a different way? Come join this discussion about the effectiveness of using the 4Ps in social marketing intervention design. First, we'll present a research paper that found little fidelity in how even experienced social marketers categorize intervention components as one of the 4Ps. Then we'll discuss the pros and cons of keeping the 4Ps as a core tenet of social marketing as an academic discipline. Our goal is to wrap up this session with renewed energy around applying social marketing theory in practice.