Westberg, Kate; Stavros, Constantino; Smith, Aaron C.T.; … - In: Journal of Social Marketing 7 (2017) 1, pp. 94-112
consumer vulnerability in sport and the potential role that social marketing can play in addressing this problem. Design …/methodology/approach This paper conceptualises the wicked problem of athlete and consumer vulnerability in sport, proposing a multi … complex problem. Findings Sport provides a rich context for exploring a social marketing approach to a wicked problem, as it …
