Towards a definition of social and societal marketing
Journal of the Academy of Marketing Science · 1974 · Volume 2 · Issue 2
Abstract
Marketing is a youthful discipline. Therefore, it has experienced accelerated growth and change in its conception and framework. The emergence of social and societal marketing is illustrative of the changes endured. Because of its recent development, Lazer and Kelley indicated that social marketing is ill-defined and the definitive statement on it is yet to be written.
Keywords
Marketing, Marketing Strategy, Social Marketing, Harvard Business Review, Social Market
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