Problems and Challenges in Social Marketing
Open Access
- 1 March 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (2) , 79-88
- https://doi.org/10.1177/002224298104500208
Abstract
Numerous problems can arise in attempting to use conventional, textbook approaches in social marketing programs. This article contains a review of these problems and draws on the experiences of the authors for supporting arguments and examples.Keywords
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