Social Marketing: Its Definition and Domain
Open Access
- 1 March 1994
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing & Public Policy
- Vol. 13 (1) , 108-114
- https://doi.org/10.1177/074391569401300109
Abstract
The author argues that social marketing has been defined improperly in much of the literature. A revised definition is proposed and the domain of social marketing defined. He concludes with suggestions for implications for future growth of the discipline.Keywords
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