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Journal of Marketing Management Volume 32, 2016 - Issue 11-12: Advancing theory and research in strategic social marketing
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Evaluating social marketing’s upstream metaphor: does it capture the flows of behavioural influence between ‘upstream’ and ‘downstream’ actors?

Joshua D. NewtonDepartment of Marketing, Deakin Business School, Deakin University, Geelong, AustraliaCorrespondence[email protected]
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Fiona J. NewtonDepartment of Marketing, Monash Business School, Monash University, Frankston, AustraliaView further author information
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Stephanie RepDepartment of Marketing, Monash Business School, Monash University, Frankston, AustraliaView further author information
Pages 1103-1122 | Received 31 Jul 2015, Accepted 22 Apr 2016, Published online: 13 Jun 2016

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Ken Peattie, Sue Peattie & Robert Newcombe. (2016) Unintended consequences in demarketing antisocial behaviour: project Bernie. Journal of Marketing Management 32:17-18, pages 1588-1618.
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Brian J. Biroscak. (2018) Policy, Systems, and Environmental Change. Social Marketing Quarterly 24:3, pages 127-131.
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D. Scott Borden, Scott I. Cohn & Christopher Gooderham. (2018) Transitioning “Upward” When “Downstream” Efforts Are Insufficient. Social Marketing Quarterly 24:3, pages 151-163.
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V. Dao Truong & Timo Dietrich. (2017) Master’s thesis research in social marketing (1971-2015). Journal of Social Marketing 8:1, pages 58-98.
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