ABSTRACT
This chapter examines the critical social marketing paradigm, which refers to critical analysis of marketing's impact on social outcomes, as well as critical debate about and within social marketing itself. It explains and briefly charts the history of social marketing and the critical social marketing concept. The chapter provides a critical analysis of the extant critical social marketing literature, considering discourse on gender, culture, power, ideology, ethics, and pluralism. It identifies some key areas where thinking, writing, research, and debate would benefit critical social marketing moving into the future. The chapter explores contemporary critical social marketing discourse. It concludes by referencing future directions for critical social marketing scholarship. The chapter also charts some areas for future critical social marketing conversation. Critical social marketers can help shift away from the neoliberal language of marketing and business.
