Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/11714
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Relational paradigms in social marketing
Authors: Hastings, Gerard
Contact Email: gerard.hastings@stir.ac.uk
Keywords: social marketing
relationship marketing
behavior change
partnerships
Issue Date: Jun-2003
Publisher: SAGE Publications for the Macromarketing Society
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.
Type: Journal Article
URI: http://hdl.handle.net/1893/11714
DOI Link: http://dx.doi.org/10.1177/0276146703023001006
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Institute for Social Marketing

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