Ready to Fly Solo? Reducing Social Marketing’s Dependence on Commercial Marketing Theory

  title={Ready to Fly Solo? Reducing Social Marketing’s Dependence on Commercial Marketing Theory},
  author={Susan Peattie and Kenneth John Peattie},
  journal={Marketing Theory},
  pages={365 - 385}
The past development of social marketing theory and practice has been based largely on the translation of ideas and practices from conventional, commercial marketing. The application of a customer orientation and conventional marketing techniques has often successfully revolutionized the pursuit of social goals and has led to the growing popularity of social marketing. There is, however, a danger that an over-emphasis on the direct translation of mainstream marketing principles and practices… 

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