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.

Relationship Marketing and Social Marketing

Relationship Marketing and Social Marketing

Relationship marketing and social marketing
SusanaMarques and ChristineDomegan


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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