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Concepts in Conflict: Social Marketing and Sustainability

Brennan, Linda and Binney, Wayne (2008) Concepts in Conflict: Social Marketing and Sustainability. Journal of Non Profit and Public Sector Marketing, 20 (2). pp. 261-282. ISSN 1049-5142

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Abstract

This article discusses a major dilemma faced by social marketers: the conflict between implementing social marketing programs aimed at developing material wellbeing and the increased use of resources as a result of these changes. Social marketers aim to make social changes positively however the social‐environmental cost benefit is seldom a consideration. It is suggested that many changes are ‘unsustainable’ in their current format. Social marketers will need to become involved in the tradeoffs between material wellbeing and sustainability of the environment. This important issue is of direct relevance to a large section of those involved in social change creation. The consideration of sustainability is an important issue for social marketers. Implications and further research are proposed.

Item Type: Article
Uncontrolled Keywords: ResPubID15333, social marketing, environmental sustainability, social change
Subjects: Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1504 Services
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Depositing User: VUIR
Date Deposited: 24 Aug 2011 05:03
Last Modified: 26 Jul 2012 06:26
URI: http://vuir.vu.edu.au/id/eprint/3529
DOI: 10.1080/10495140802224951
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Citations in Scopus: 9 - View on Scopus

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