Rethinking the boundaries of social marketing: Activism or advertising?

Walter Wymer

Journal of Business Research, 2010, vol. 63, issue 2, 99-103

Abstract: In some areas of public health concern, corporate marketing activities may negate social marketing messages targeting individuals. Traditional social marketing campaigns may be ineffective when commercial marketing activities create an environment that encourages and maintains unhealthy behaviors. This article explores the role of social marketing in these instances.

Keywords: Social; marketing; Public; health; Advertising (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y:2010:i:2:p:99-103

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