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Through a bibliometric analysis and scientific mapping, this study aims to examine research in the field of social marketing over the past 50 years and to propose a future research agenda.Design/methodology/approachA bibliometric analysis based on keyword co-occurrences is used to analyze 1,492...
This study aims to share the use of social marketing as pedagogy and provide a transformative social marketing pedagogy for social marketing educators. By this, the authors mean the same principles used by social marketers to improve the well-being of a person or group are used as a pedagogic...
This paper aims to explore ways through which social marketing could help to revolutionise marketing education and argues that this change is needed now. The world is confronting a variety of serious challenges, including a global pandemic, an urgent climate emergency and overdue social...
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