Abstract
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.
Original language | English |
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Pages (from-to) | 1376-1398 |
Number of pages | 23 |
Journal | European Journal of Marketing |
Volume | 47 |
Issue number | 9 |
DOIs | |
Publication status | Published - 20 Sept 2013 |
Keywords
- Behaviour change
- Commercial marketing
- Social change
- Social marketing
- Wellbeing
ASJC Scopus subject areas
- Marketing