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Keywords: Effectiveness
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2011) 1 (3): 228–239.
Published: 11 October 2011
...Jacinta Hawkins; Sandy Bulmer; Lynne Eagle Purpose The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts within...
