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Media type:
E-Article
Title:
Social marketing transformed : Kotler, Polonsky and Hastings reflect on social marketing in a period of social change
:
Kotler, Polonsky and Hastings reflect on social marketing in a period of social change
Contributor:
Dibb, Sally;
Carrigan, Marylyn
Published:
Emerald, 2013
Published in:
European Journal of Marketing, 47 (2013) 9, Seite 1376-1398
Language:
English
DOI:
10.1108/ejm-05-2013-0248
ISSN:
0309-0566
Origination:
Footnote:
Description:
Purpose – The purpose of the editorial is to accompany this special issue on “Social marketing: social change”. Design/methodology/approach – The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue. Findings – Overall, the contributed papers demonstrate that there are many layers to social marketing. Originality/value – The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.