The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good
Abstract: This study is a conceptual paper and highlights perspectives to understand social marketing as an approach to bring about voluntary and socially desirable consumer behavior. The perspective is considered as an alternative way to comprehend consumer behavior change for good as a multi-facto...
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[Yogyakarta] : Universitas Gadjah Mada
2012
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