Cismaru, Magdalena; Lavack, Anne M.; Markewich, Evan - In: International Marketing Review 26 (2009) 3, pp. 292-311
Purpose – The purpose of this paper is to examine the role of social marketing programs in preventing drunk driving … components, and sources of funding. A key facet of this review is the examination of the use of PMT in social marketing campaigns … designed to prevent drunk driving. Originality/value – The review presents social marketing campaigns aimed at preventing drunk …