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Focusing the Concept of Social Marketing

By: V. Kasturi Rangan
  • Format:Print
  • | Pages:16
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Abstract

Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems.

Keywords

Social Marketing

Citation

Rangan, V. Kasturi. "Focusing the Concept of Social Marketing." Harvard Business School Background Note 591-047, May 1991. (Revised May 1991.)

About The Author

V. Kasturi Rangan

Marketing
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