Purpose: The purpose of the editorial is to accompany this special issue on "Social marketing: social change". Design/methodology/approach: The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this special issue. Findings: Overall, the contributed papers demonstrate that there are many layers to social marketing. Originality/value: The articles featured in this special issue help to advance social marketing theory as well as offer valuable implications and recommendations for managers, practitioners and policymakers.
|Journal||European Journal of Marketing|
|Publication status||Published - 2013|
Bibliographical noteThis article is (c) Emerald Group Publishing and permission has been granted for this version to appear here http://curve.coventry.ac.uk/open/items/d71b5cfb-e755-4958-a760-5b42e6709c58.cca4949f-4f81-f904-743a-c93d7b9168f8/1/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
- behaviour change
- commercial marketing
- social change
- social marketing