Book Chapter

Advertising in the social marketing mix: Getting the balance right

Details

Citation

Stead M & Hastings G (1997) Advertising in the social marketing mix: Getting the balance right. In: Goldberg M, Fishbein M & Middelstadt S (eds.) Social Marketing: Theoretical and Practical Perspectives. First ed. Mahway, New Jersey: Lawrence Erlbaun Associates, pp. 29-44.

Keywords
marketing; advertising

StatusPublished
Publication date31/12/1997
PublisherLawrence Erlbaun Associates
Place of publicationMahway, New Jersey
ISBN978-0805824995

People (1)

Professor Gerard Hastings

Professor Gerard Hastings

Emeritus Professor, Institute for Social Marketing