Social marketing transformed: : Kotler, Polonsky and Hastings reflect on social marketing in a period of social change

• Autores: Sally Dibb, Marylyn Carrigan
• Localización: European Journal of Marketing, ISSN-e 1758-7123, Vol. 47, Nº. 9, 2013, págs. 1376-1398
• Idioma: inglés
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• Resumen

  • 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.