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Where is our Coke?

Ong, Denise, Thorpe, Allison, Merritt, Rowena K. (2009) Where is our Coke? Public Health, 123 (9). pp. 581-582. ISSN 0033-3506. (doi:10.1016/j.puhe.2009.09.002) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:35534)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1016/j.puhe.2009.09.002

Abstract

“Where is the Coke?” was the question posed by seasoned social marketer Dr Bill Smith (Executive Vice President, Academy for Educational Development) at the World Social Marketing Conference, held in Brighton in September 2008.1 The ‘Coke’ in question referred to the ‘product’, one of the four key elements of the traditional marketing mix (product, price, place and promotion), which are used to achieve marketing objectives. His remark reflects a growing recognition that despite the apparent simplicity of the ‘4Ps’ tool and the value it brings to marketing efforts, many ‘social marketing’ initiatives focus on producing message campaigns, without first ensuring that the right product is offered at the right price in the right place.

Item Type: Article
DOI/Identification number: 10.1016/j.puhe.2009.09.002
Additional information: e-Supplement– World Social Marketing Conference 2008
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Division for the Study of Law, Society and Social Justice > School of Social Policy, Sociology and Social Research > Centre for Health Services Studies
Depositing User: Tony Rees
Date Deposited: 18 Oct 2013 14:53 UTC
Last Modified: 16 Nov 2021 10:12 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/35534 (The current URI for this page, for reference purposes)

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