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.
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