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A Phenomenographic Analysis of the Social Marketing Concept

Author

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  • Alves, Helena
  • Mainardes, Emerson Wagner

Abstract

Social marketing has experienced substantial growth over the last three decades and its utilization has spread into various domains of social and public life. However, certain barriers to its expansion do still remain. The proliferation of various definitions and the lack of consensus on what these definitions should contain have prevented its consolidation as an area of study. Since current students will be the upcoming marketers, it is important to analyze their understanding about the social marketing concept. In this sense this research aims to understand the importance of social marketing as perceived by marketing students and to compare the perceptions of what is social marketing among undergraduate and master's degree marketing students.

Suggested Citation

  • Alves, Helena & Mainardes, Emerson Wagner, 2010. "A Phenomenographic Analysis of the Social Marketing Concept," Apas Papers 93, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:93
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/119
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