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Citation

Hastings G (2003) Relational paradigms in social marketing. Journal of Macromarketing, 23 (1), pp. 6-15. https://doi.org/10.1177/0276146703023001006

Abstract
It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this "social marketing." The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.

Keywords
social marketing; relationship marketing; behavior change; partnerships

Journal
Journal of Macromarketing: Volume 23, Issue 1