Systematic Reviews: Their Emerging Role in the Co-Creation of Social Marketing Value

Christine Domegan and Patricia McHugh

No 115, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: The exponential decline in economic growth and competitiveness, coupled with a growing number of complex social problems are creating challenging times for policy makers. Complex and multifaceted issues cannot be solved by government alone and therefore, social marketers need a more sophisticated and comprehensive understanding of ways to inform policy and shape strategies. Systematic reviews offer an evidence-base to close the strategic gap between theory and practice. This paper will illustrate through a strategic social marketing perspective, how systematic reviews can actively facilitate partnerships between social marketers, researchers and policy makers, at both upstream and downstream levels through an innovative co-created networked approach.

Keywords: Systematic Review; Social Marketing; Value Co-Creation; Knowledge Tran sfer (search for similar items in EconPapers)
Date: 2010-06-09
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