... of social marketing and then highlights five “millstones” that are identified as limiting factors. Findings – Social marketing has to be more than just communications, has to be more than a definitional toy, has to break free from the straightjacket of the 4Ps and must reach beyond the well-trodden...

...Ross Gordon Purpose The purpose of this paper is to examine the nature and role of the critical dimension social marketing and its place within marketing scholarly thought. It is posited that such activity can be defined as “critical social marketing” and a formal definition is offered. Design...