ABSTRACT
A social marketing system is a network of linked exchanges between diverse individuals, community members and stakeholders, with the aim of achieving some form of social progress – as opposed to the profit motive or outcome of a commercial marketing system. Social progress results from joining up the dots and addressing the multiple influences on an individual's behaviour. Systems social marketing expands the joint behavioural change agenda beyond the client and the community to larger networks of stakeholders. Community social marketing requires the development of localised meso systems, that is to say, multiple and sometimes parallel value exchange clusters between different stakeholders, such as local residents, college students, hoteliers, businesses, local police, youth organisations and local authorities. To accentuate systems social marketing in action, Patricia McHugh explains indicators are useful in reducing broad concepts such as 'trust' and 'networks' to measurable forms, while maintaining the bonds between them.
