|Appears in Collections:||Faculty of Health Sciences and Sport Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Relational paradigms in social marketing|
|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.|
|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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