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Problems and Challenges in Social Marketing
Paul N. Bloom and William D. Novelli
Journal of Marketing
Vol. 45, No. 2 (Spring, 1981), pp. 79-88
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251667
Page Count: 10
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Numerous problems can arise in attempting to use conventional, textbook approaches in social marketing programs. This article contains a review of these problems and draws on the experiences of the authors for supporting arguments and examples.
Journal of Marketing © 1981 American Marketing Association