Rethinking the boundaries of social marketing: Activism or advertising?

被引：57

作者：

Wymer, Walter ^{[1
]}

机构：

[1] Univ Lethbridge, Fac Management, Lethbridge, AB T1K 3M4, Canada

来源：

JOURNAL OF BUSINESS RESEARCH | 2010年 / 63卷 / 02期

关键词：

Social marketing; Public health; Advertising; OBESITY; FOOD; MESSAGES;

D O I：

10.1016/j.jbusres.2009.02.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2009 Elsevier Inc. All rights reserved.

引用

页码：99 / 103

页数：5

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