The Marketing of Social Causes: The First 10 Years
Open Access
- 1 September 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 44 (4) , 24-33
- https://doi.org/10.1177/002224298004400404
Abstract
The application of marketing to the promotion of social causes was proposed a decade ago. The authors position social marketing as an approach to social change, describe its evolution, and review social marketing applications and assess their impact.Keywords
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