Although social marketing is generally associated with
communication activities and mass media, there exists a broader
scope of social marketing that utilizes a systematic approach to
defining concepts, behaviors, and products for promotion and
distribution. Dynamics of Competitive Advantage and Consumer
Perception in Social Marketing explores important social issues
that call for reform such as healthcare, self-perceptions, and
corporate responsibilities to the environment. This publication
will guide readers in the understanding and appreciation of social
marketing and give insight to how it can be used to positively
alter social conscience and create social change.
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