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Keywords: Relational logic
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Journal Articles
Social marketing’s consumer myopia: Applying a behavioural ecological model to address wicked problems
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2016) 6 (3): 219–239.
Published: 11 July 2016
..., integrated and multi-dimensional social change programmes. Originality/value The underlying premise of the BEM brings forward relational logic as the foundation for future social marketing theory and practice. Taking this approach to social market change focuses strategy on the intangible aspects...
