Spotswood, Fiona; French, Jeff; Tapp, Alan; Stead, Martine - In: Journal of Social Marketing 2 (2012) 3, pp. 163-175
Purpose – The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the “needs” of society; the nature of exchange; the inclusion of techniques not explicitly considered part of...