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Keywords: Resource mobilisation and utilisation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (1): 159–183.
Published: 07 December 2021
... of approaches to consumer dominance in social marketing, which we term exclusive and inclusive CDSM, respectively. Social marketing Consumer dominance Empowerment Agency Power Value creation Resource mobilisation and utilisation Consumer empowerment Pro-social behaviour change Consumer...
