haku: @author Hastings, G. / yhteensä: 3
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Tekijä: | Hastings, G. |
Otsikko: | Rational paradigms in social marketing |
Lehti: | Journal of Macromarketing
2003 : VOL 23:1, p. 6-15 |
Asiasana: | BEHAVIOURAL SCIENCE RELATIONSHIP MARKETING SOCIAL MARKETING |
Kieli: | eng |
Tiivistelmä: | Fifty years ago was suggested by Wiebe that generic marketing principles could tackle health and welfare promlems. Twenty years after that Philip KotlerĀ“ launced term "social marketing". Nowadays and in the future social marketing plays role in commercial marketing and it is moving towards relational paradigms. |
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