Social Marketing's Myth-Understandings

By R. Donovan. 2011

126 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/95be960ea265d03fedc2eb26d71f69fbd8574531

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Jorge Henrique Caldeira de Oliveira
2. Janaina de Moura Engracia Giraldi
3. Ann-Marie Kennedy
4. A. Parsons

In Organizational Behavior and Human Resource Management

1. Jorge Henrique Caldeira de Oliveira
2. Janaina de Moura Engracia Giraldi
3. Ann-Marie Kennedy
4. A. Parsons

Citations in the corpus

• Macro‐social marketing and social engineering: a systems approach (2012, background): “Domegan’s concept of macro-social marketing is defined as the use of social marketing at a societal level by “those who control the social context influencing” all others (Domegan, 2008, p. 137; Donovan, 2011).”
• Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies (2015, background): “Social marketing is an area that employs marketing techniques aimed at achieving socially desirable outcomes (Donovan, 2011).”