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 20: Internal Social Marketing: Lessons from the Field of Services Marketing

Internal Social Marketing: Lessons from the Field of Services Marketing

Internal social marketing: Lessons from the field of services marketing
Anne M.Smith

Introduction

Services are often a key element of social marketing programmes aiming to both initiate and sustain behavioural change among consumers. Consequently, ...

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