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 3: Relationship Marketing and Social Marketing

Relationship Marketing and Social Marketing

Relationship marketing and social marketing
SusanaMarques and ChristineDomegan

Introduction

Relationship marketing (RM) provides a new foundation for social marketing thinking, genuine change in values and ethics and a new logic that sees consumers as the prime drivers of the value creation process. The ...

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