For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.

Chapter : Introduction: A Movement in Social Marketing

Introduction: A Movement in Social Marketing

Introduction: A movement in social marketing
GerardHastings1

Introduction

The tall, gaunt septuagenarian rose slowly to his feet at the back of the hall. The phrase “distinguished hippy” would probably best capture his appearance – distinguished enough to bring the hubbub of the large ...

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