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Keywords: Social marketing
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Journal Articles
Journal of Social Impact in Business Research (2026) 2 (6): 47–63.
Published: 01 June 2026
...Brittany Currenti Purpose This paper seeks to address the persistent misalignment between theory and practice in social marketing (a behavioural business discipline). Written from a hybrid academic–practitioner perspective, the research offers tools designed to support the use of theory in social...
Includes: Supplementary data
