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Redefining social marketing with contemporary commercial marketing definitions

Dann, Stephen


Social marketing is based on the adaptation of the contemporary commercial marketing theory and practice as a means of guiding and aiding social change campaigns. This paper draws on recent developments in commercial marketing theory and prior work in social marketing definitions to create a new definition of social marketing which integrates the commercial definitions of the American Marketing Association (AMA) and Chartered Instituted of Marketing (CIM) with established social marketing...[Show more]

CollectionsANU Research Publications
Date published: 2010
Type: Journal article
Source: Journal of Business Research
DOI: 10.1016/j.jbusres.2009.02.013


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