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Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Relational paradigms in social marketing
Author(s): Hastings, Gerard
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Keywords: social marketing
relationship marketing
behavior change
Issue Date: Jun-2003
Date Deposited: 3-Apr-2013
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.
DOI Link: 10.1177/0276146703023001006
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