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Ali, Haider and Lindridge, Andrew
(2007).
Abstract
Our paper illustrates the importance of cultural sensitivity in social marketing. Taking a qualitative approach we interviewed 50 British Pakistani and White participants in post-cardiac event recovery. Our findings indicated important differences in the central importance of family, friends and community as partners to be used in a social marketing strategy. Specifically, British Pakistanis increasingly relied upon family and community as a means of information and support, although at times this was not always beneficial. Of particular interest was how existing social marketing strategies did not appear to be accessed by our British Pakistani participants, illustrating the need for cultural sensitivity.
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- Item ORO ID
- 27486
- Item Type
- Conference or Workshop Item
- Project Funding Details
-
Funded Project Name Project ID Funding Body Not Set Not Set British Heart Foundation - Academic Unit or School
-
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL) - Copyright Holders
- © 2007 Not known
- Depositing User
- Haider Ali