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
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 ...