|Appears in Collections:||Faculty of Health Sciences and Sport Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Relational paradigms in social marketing|
|Citation:||Hastings G (2003) Relational paradigms in social marketing, Journal of Macromarketing, 23 (1), pp. 6-15.|
|Abstract:||It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this "social marketing." The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.|
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