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The Life Trajectory of Social Marketing

Some implications

Georgetown University, USAandreasa{at}georgetown.edu

The history of social marketing has similarities to the growth and maturity of human beings from its birth in the 1960s through its present status as a respected discipline. After an extended childhood grappling with varying definitions andapplications, the 1990s saw a breakthrough in concept and practice by focusing on behavior change. Despite the growth in the number of textbooks, practical guides and infrastructure, the field has many unanswered challenges that ought to be addressed if it is to continue its maturation and achieve wider respect.

Key Words: behavior change • best practices • diffusion • health • knowledge transfer • social change • social marketing

Marketing Theory, Vol. 3, No. 3, 293-303 (2003)
DOI: 10.1177/147059310333004


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