Hawkins, Jacinta; Bulmer, Sandy; Eagle, Lynne - In: Journal of Social Marketing 1 (2011) 3, pp. 228-239
Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social … marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts … within an education setting. Specifically, the paper provides evidence of IMC being successfully used in the communication of …