Relationship marketing involves parents in drug prevention, but how easy is it?

In theory, relational thinking can improve social marketing initiatives, but what about in practice? How can relationship marketing help to involve parents in drug education programmes?

Answers can be found in developing a process evaluation of a real-live drug prevention programme using a relationship marketing framework. Process evaluation is appropriate because it examines the ‘black box’ of programmes, with the emphasis on how programmes operate rather than on behaviour change outcomes.