Chapter

13. 13. Neoliberal Experiments: Social Marketing and the Governance of Populations

Liz Moor

in Inside Marketing

Published in print February 2011 | ISBN: 9780199576746
Published online May 2011 | e-ISBN: 9780191724916 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780199576746.003.0014
13. 13. Neoliberal Experiments: Social Marketing and the Governance of Populations

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This chapter develops a critical account of the rise of “social marketing” in the United Kingdom, with specific reference to the establishment of the National Social Marketing Centre. It begins with a brief account of the emergence of social marketing and its relationship to commercial marketing. It then considers the political developments and concrete technical procedures by which social marketing has become formalized and institutionalized in the United Kingdom, before going on to explore the significance of social marketing in terms of neoliberal social philosophies and calculative approaches to human welfare. The latter stages of the chapter consider the merits of analyzing social marketing as a “performative” discipline and some of the limits to its influence, and finally outline some of the prospects for social marketing in the future.

Keywords: social marketing; neoliberalism; governance; performativity; welfare

Chapter.  9201 words. 

Subjects: Marketing

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