Advanced Search

Journal Navigation

Journal Home

Subscriptions

Archive

Contact Us

Table of Contents

CiteULike is a free service for managing and discovering scholarly references - click here to get started.

Sign In to gain access to subscriptions and/or personal tools.
Health Promotion Practice
This Article
Right arrow Full Text (PDF)
Right arrow References
Right arrow Alert me when this article is cited
Right arrow Alert me if a correction is posted
Services
Right arrow Email this article to a friend
Right arrow Similar articles in this journal
Right arrow Similar articles in PubMed
Right arrow Alert me to new issues of the journal
Right arrow Add to Saved Citations
Right arrow Download to citation manager
Right arrowRequest Permissions
Right arrow Request Reprints
Right arrow Add to My Marked Citations
Citing Articles
Right arrow Citing Articles via Google Scholar
Right arrow Citing Articles via Scopus
Google Scholar
Right arrow Articles by Clay Wayman, J. J.
Right arrow Articles by McCormack Brown, K. R.
Right arrow Search for Related Content
PubMed
Right arrow PubMed Citation
Right arrow Articles by Clay Wayman, J. J.
Right arrow Articles by McCormack Brown, K. R.
Social Bookmarking
Add to CiteULike   Add to Complore   Add to Connotea   Add to Del.icio.us   Add to Digg   Add to Reddit   Add to Technorati   Add to Twitter  
What's this?

Competition

A Social Marketer's Friend or Foe?

Jennifer J. Clay Wayman

Social Marketing Practice at Ogilvy Public Relations Worldwide in Washington, DC

Tom Beall

Global Social Marketing Practice at Ogilvy Public Relations Worldwide

Rosemary Thackeray

Brigham Young University in Provo, Utah

Kelli R. McCormack Brown

College of Health and Human Performance, University of Florida, in Gainesville, Florida

In public health social marketing, is there such a thing as "healthy competition," or is the term an oxymoron? The primary focus of this article is on a type of competition that may not often be considered by public health social marketers—competition from other marketing activities that exist in the marketplace in which your intervention is operating. This could also be termed "promotion" competition. The purpose of this article is to briefly review promotion competition and then review competitive factors that can impact a social marketing initiative's success, examine how to conduct a useful competitive analysis, and offer strategies for maximizing the benefits and minimizing the negative implications of competition on your efforts.

Key Words: competition • promotion; competitive analysis • social marketing

Health Promotion Practice, Vol. 8, No. 2, 134-139 (2007)
DOI: 10.1177/1524839906299017
Add to CiteULike CiteULike   Add to Complore Complore   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati   Add to Twitter Twitter    What's this?