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Can We Make Social Marketing More ‘Nimble’?

Merritt, Rowena K. (2023) Can We Make Social Marketing More ‘Nimble’? Social Marketing Quarterly, 29 (2). pp. 182-186. ISSN 1539-4093. (doi:10.1177/15245004231172877) (KAR id:101277)


From the constantly changing rules on mask-wearing and social distancing to rapidly having to show results to secure quick roll-out of social marketing programs, the COVID-19 pandemic highlighted the need for speed and flexibility when developing social marketing programs. This commentary discusses two examples detailing how social marketing was used during the pandemic and reflects on the suitability of the social marketing planning process in the rapidly changing environments which arose from the pandemic.

Item Type: Article
DOI/Identification number: 10.1177/15245004231172877
Uncontrolled keywords: Marketing, Economics and Econometrics
Subjects: H Social Sciences > HV Social pathology. Social and public welfare
R Medicine
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
Funders: University of Kent (
SWORD Depositor: JISC Publications Router
Depositing User: JISC Publications Router
Date Deposited: 16 May 2023 10:06 UTC
Last Modified: 30 May 2023 13:23 UTC
Resource URI: (The current URI for this page, for reference purposes)

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