| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1027065 | Australasian Marketing Journal (AMJ) | 2012 | 5 Pages |
Abstract
⺠The 4Ps marketing mix is outdated for contemporary social marketing. ⺠We need an expanded mix encompassing the range of concepts and tools now used. ⺠This includes stakeholder engagement/relational thinking/upstream efforts/co-creation. ⺠A re-thought and re-tooled social marketing mix is proposed. ⺠Social marketers' should engage in discussion to help inform a new mix.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Ross Gordon,