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Keywords: Success
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2024) 14 (1): 4–25.
Published: 31 October 2023
...M. Bilal Akbar; Nihar Amoncar; Erik Cateriano-Arévalo; Alison Lawson Purpose Given the lack of understanding of social marketing success in theory and practice, this study aims to investigate how social marketing experts conceptualize success. Design/methodology/approach In this qualitative...
