Based on the original six-point criteria developed by Alan Andreason, out Benchmark Criteria set the out the key elements which comprise every successful social marketing programme. The criteria are designed to support better understanding of social marketing concepts, promote a consistent approach to review and evaluation and assist in the commissioning of social marketing services.

Key Concept

'Our benchmark criteria are explained under the eight categories of: Behaviour, Customer Orientation, Theory, Insight, Exchange, Competition, Segmentation and Methods Mix.'

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Based on the original six-point criteria by Alan Andreason, our Benchmark Criteria set out the key elements which comprise every successful social marketing programme.

Download (69.62 KB)