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Adaptation and Adoption of the American Marketing Association (2007) Definition for Social Marketing

Dann, Stephen


Social marketing has traditionally been the adaptation and adoption of commercial marketing. With the release of the American Marketing Association (2007) definition, commercial marketing may well have become the adaptation of social marketing with the new commercial marketing definition recognizing the role of non-profit and social marketing with ''clients'' as one of the four beneficiaries of marketing activities. The revised definition also includes indirect benefit in the form of value for...[Show more]

CollectionsANU Research Publications
Date published: 2008
Type: Journal article
Source: Social Marketing Quarterly
DOI: 10.1080/15245000802034739


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