Mitchell, Alex; Madill, Judith; Chreim, Samia - In: Journal of Social Marketing 6 (2016) 2, pp. 169-192
Purpose The purpose of this paper is to understand the tensions that marketing practitioners in social enterprises … experience, and to explore how these tensions impact the development and implementation of marketing activities. Design …/methodology/approach Using an approach informed by grounded theory, this paper reports on an investigation of the tensions facing 15 social …