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The magazine of The Chartered Institute of Marketing

The Marketer
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Social marketing

Including articles on marketing for charities and not-for-profit organisations, public sector and government marketing for behaviour change, medical and health marketing, environmental and sustainable marketing


  • Case study: CitybusPlymouth's Citybus wanted to get a younger audience on board with a campaign to drive awareness of its cutting edge new app
  • Life boosting marketingThe British Red Cross campaign Life. Live it resuscitated the image of first aid and won a CIM Marketing Excellence Award
  • How to market effectively in
 the not-for-profit sectorIn a competitive world, charities need to market the solution as much as raise awareness of the problems they're trying to tackle, Trevor Clawson discovers
  • Kay Boycott, ShelterThe spectre of homelessness looms large this year; Kay Boycott will be working to ensure that Shelter's messages of awareness, help and advice hit home
  • Case study: Malaria No More UKThe Malaria No More UK digital campaign aimed to create a buzz about the disease to encourage UK residents to support its target of zero malaria deaths by 2015
  • Case study: FutureYouFutureYou's pro bono campaign sought to save Britain's young people from life on the scrapheap
  • Big Society brandsCould brands be the new heroes of the Big Society, helping to bridge the funding gap while demonstrating their core values?
  • Build up your community of brand fansBy engaging a following that goes beyond your customer base with useful content, you can create a bond 
between businesses and your brand... by John Stubbings
  • Gail Hanlon, IntelGail Hanlon of Intel hopes to trounce rivals and silence doubters by seizing a chunk of the mobile market and tapping global youth culture
  • More than mobileMobile is changing the way we use the internet. Apps and the ubiquity of mobiles give marketers a wealth of opportunities, but are we exploiting them, asks CIM's Mark Blayney Stuart in this abridged version of It's Not Just a Phone: a Future of Mobile Marketing
  • Martin Moll, Honda UKHonda's Martin Moll is determined to steer the Japanese brand ahead of the competition and away from the motor industry's troubles
  • Pure profitForget big society it's global. Social marketing for behavioural change is a growing and worldwide phenomenon that should reap benefits for everyone. The Marketer caught up with some of its practitioners at the 2011 World Social Marketing Conference
  • Life's soap operaIf your aim is to change the behaviour of a social group, a set of soap opera characters and scenarios could help you score a few marketing goals... by John Marks
  • Social marketingSocial marketing is marketing with the goal of encouraging positive behaviour change. It is applied most commonly in the public sector and also by social enterprise and charities
  • Case study: Digital OutreachDigital Outreach invented a new marketing model to ensure the message of the national switchover from analogue to digital TV reached everyone in the UK
  • A healthy bang for your buckDespite planned public sector cost savings, a marketing-led approach could help the NHS and others deliver efficient services to the hard to reach... by Keith Austin
  • Medical marketingThe pharmaceutical industry employs around 73,000 people in the UK and generates a trade surplus of more than £4bn
  • Campaigning for health or wealth?Five fruit and veg, a portion of fish, one hour in the gym, three litres of water the healthy living message comes across loud and clear. But is it being driven by social need or commercial greed, asks Kate Hilpern
  • My week: Sanchi MurisonHead of marketing and communications, Dimensions, a not-forprofit provider of support for people with learning disabilities and autism
  • Case study: MorrisonsMorrisons' campaign to teach kids about fresh food was a blooming success for the brand and schools
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More articles on social marketing coming soon...