Social Marketing: Changing consumer’s behavior for their good.
Document Type
Book Section
Publication Date
1-1-2019
Publication Title
Marketing and Humanity: Discourses in the Real World
Publisher
Cambridge Scholars Publishing
First page number:
229
Last page number:
252
Abstract
Although the application of commercial marketing principles and techniques are hallmarks of social marketing, there are important differences that distinguish social marketing from commercial marketing (Lough and Pharr, 2010). The objective of commercial marketing is the promotion or sales of a product or service to further a company’s monetary objectives or enhance their brand image. … See full text for complete abstract.
Disciplines
Social Influence and Political Communication
Language
English
Repository Citation
Pharr, J. R.,
Lough, N. L.
(2019).
Social Marketing: Changing consumer’s behavior for their good..
Marketing and Humanity: Discourses in the Real World
229-252.
Cambridge Scholars Publishing.
COinS