Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of...

Purpose Patient empowerment (PE) is a key public health policy tool globally which is seen as unproblematic, but contains a number of unwarranted assumptions and unrecognised challenges to achieving effective implementation. Further, the theoretical foundations for understanding the impact of...

Purpose – The purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children. Design/methodology/approach – A content analysis of major web sites that are likely to have...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of Figures -- List of Tables -- About the Authors -- 1 Marketing Communications as a Strategic Marketing Tool -- Introduction -- Retailer Influence, Product, Services, Business-To-Business and Social Marketing --...