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