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 10: The Social Marketing Mix – A Critical Review

The Social Marketing Mix – A Critical Review

The social marketing mix – a critical review
KenPeattie and SuePeattie

Introduction – Can I Borrow Your Tools?

Social marketing's success has been based on the simple but effective strategy of pursuing and promoting behavioral change for social good by ...

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