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.

Introduction: A Movement in Social Marketing

Introduction: A Movement in Social Marketing

Introduction: A movement in social marketing


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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