From the 4Ps to COM-SM: Reconfiguring the social marketing mix

Journal of Social Marketing

Volumn 3, Issue 3, 2013, Pages 206-222

  Gordon, Ross ^a   Tapp, Alan ^a   Spotswood, Fiona ^a  

^a UNIVERSITY OF THE WEST OF ENGLAND   (United Kingdom)

Author keywords

4Ps of social marketing; COM: capability; Marketing; motivation; opportunity; Social marketing theory

Indexed keywords

EID: 84884754804     PISSN: 20426763     EISSN: 20426771     Source Type: Journal    
DOI: 10.1108/JSOCM-01-2013-0011     Document Type: Article

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