The Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment

1 July 1999

journal article
Published by SAGE Publications in Journal of Marketing

Vol. 63 (3) , 33
https://doi.org/10.2307/1251774

Abstract

The interaction between marketing actions with a social dimension and marketing actions with an economic orientation is at the heart of this study. The authors ...

Keywords

HEART
AUTHORS
INSTITUTIONAL ENVIRONMENT
APPEALS
SOCIAL DIMENSION
ROLE OF MARKETING
MARKETING ACTIONS
ECONOMIC ORIENTATION

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