SOCIAL MARKETING - A CRITICAL RESPONSE

This paper presents a response to Buchanan et al.'s critique of our pr evious paper 'Social Marketing and Communication in Health Promotion' (Health Promotion International, 6, 135-145). It examines their commen ts in five areas. consumer orientation, exchange, profitability, integ rated approach and advertising. Our response takes issue with many of the points made by Buchanan et al., and suggests that the authors have failed to mise more legitimate and relevant questions about social ma rketing. Ultimately, it concludes that Buchanan says nothing to alter our original opinion that social marketing, along with other disciplin es, does have the potential to make a useful contribution to health pr omotion.