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 17: Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra?

Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra?

Social marketing's response to the alcohol problem: Who's conducting the orchestra?
Sandra C.Jones

In Chapter 16 of this Handbook, Janet Hoek reminds us of Goldberg's caution to social marketers to ensure that we are not ‘fiddling while ...

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