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Artículos de revistas sobre el tema "Marketing social"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 25 de enero de 2025

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1

Andreasen, Alan R. "Marketing Social Marketing in the Social Change Marketplace". Journal of Public Policy & Marketing 21, n.º 1 (abril de 2002): 3–13. http://dx.doi.org/10.1509/jppm.21.1.3.17602.

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Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.

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Wood, Matthew. "Marketing social marketing". Journal of Social Marketing 2, n.º 2 (6 de julio de 2012): 94–102. http://dx.doi.org/10.1108/20426761211243937.

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Shukla, Rishi y Dr Vivek Agarwal. "Social Media Marketing". International Journal of Research Publication and Reviews 5, n.º 4 (28 de abril de 2024): 8949–53. http://dx.doi.org/10.55248/gengpi.5.0424.1111.

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Hastings, Gerard y Kathryn Angus. "When is social marketing not social marketing?" Journal of Social Marketing 1, n.º 1 (11 de febrero de 2011): 45–53. http://dx.doi.org/10.1108/20426761111104428.

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Olivera Carhuaz, E. S. y V. M. Pulido Capurro. "Social marketing: its importance in social problem solving". Revista Científica de la UCSA 5, n.º 2 (30 de agosto de 2018): 26–35. http://dx.doi.org/10.18004/ucsa/2409-8752/2018.005(02)026-035.

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Kreutzer, Ralf T. "Social-Media-Guidelines – damit Social-Media-Marketing überzeugen kann". Der Betriebswirt: Volume 52, Issue 3 52, n.º 3 (30 de septiembre de 2011): 15–21. http://dx.doi.org/10.3790/dbw.52.3.15.

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Social-Media-Marketing wird von vielen Unternehmen inzwischen als „notwendiges Muss“ angesehen, auch wenn heute noch kein genereller Konsens darüber besteht, was sich unter Social-Media-Marketing verbirgt. Deshalb werden zunächst die Inhalte der sogenannten „sozialen Medien“ wie auch des Social-Media-Marketings definiert und in ihrer Relevanz für Unternehmen verdeutlicht. Daran schließt sich die Fragestellung an, durch welche Guidelines ein Unternehmensengagement flankiert werden sollte, um durch Social-Media-Marketing erfolgreich zu handeln. Die Präsentation eines Social-Media-Hauses als Entwicklungs- und Implementierungskonzept rundet die Ausführungen ab. Social media marketing seems to be a must-have for many companies now. Yet there is no consensus about the definition of the key terms. Therefore the terms social media and social media marketing are defined first and there relevance for companies is clarified. This explanation is followed by the discussion of social media guidelines which are regarded as a prerequisite for successful social media marketing. A social media house is presented as helpful master plan for the development and implementation of social media marketing. Keywords: social media guidelines

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Burchell, Kevin, Ruth Rettie y Kavita Patel. "Marketing social norms: Social marketing and the ‘social norm approach’". Journal of Consumer Behaviour 12, n.º 1 (20 de noviembre de 2012): 1–9. http://dx.doi.org/10.1002/cb.1395.

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Caris, Rozenn, Dominique Besnard, Hervé Chambrin, Laurent Melito, Gaëlle Lego, Joseph Rouzel y David Ryboloviecz. "Social marketing". VST - Vie sociale et traitements N° 154, n.º 2 (4 de mayo de 2022): 3–4. http://dx.doi.org/10.3917/vst.154.0003.

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Mathiyazhagan, T., Jagjyot Kaur, J. K. Das y M. Ravindhar. "Social Marketing". International Journal of Social Sciences 3, n.º 1 (2014): 69. http://dx.doi.org/10.5958/j.2321-5771.3.1.007.

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Camargo, Eleida P., Luciane BC Carvalho, Rodrigo De Freitas, Welton Lopes, Lucila BF Prado y Gilmar F. Prado. "Marketing Social". Revista Neurociências 19, n.º 2 (31 de marzo de 2001): 200–209. http://dx.doi.org/10.4181/rnc.2010.05ip.09.

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Objetivo. Este estudo tem por finalidade caracterizar o paciente do Ambulatório Neuro-Sono da Unifesp, identificando suas principais demandas e variáveis sócio-demográficas. Método. Foram analisados aleatoriamente 208 prontuários de pacientes. Destes prontuários foram extraídas as informações: data de nascimento, sexo, diagnóstico principal, 1ª consulta e número de retornos. A amostra foi analisada também segundo gênero e faixa etária. Resultados. 59,6% dos pacientes pertenciam ao sexo masculino; 44,23% eram menores de 16 anos (65,59% meninos). Os diagnósticos mais frequentes foram: Síndrome do Ronco (57,2%), SAOS (44,2%) e Insônia (19,7%). Comparando-se o subgrupo faixa etária temos diferenças (p<0,05; IC95%) para Insônia e Síndrome das Pernas Inquietas , prevalentes entre adultos; Bruxismo e Sonilóquio foram recorrente entre as crianças; no subgrupo gênero, há diferença para a prevalência da SAOS, predominantemente masculina. As condutas mais adotadas foram: Polissonografia (73,6%), Avaliação Psicológica (40,9%) e Diário de Sono (26,0%). O número de retornos: adultos (4,5 vezes) e crianças (3,6 vezes). Conclusão. Estes achados nos permitiram delinear o perfil dos pacientes, as doenças do sono e condutas prevalentes no Ambulatório estudado. Segundo o que preconiza o Marketing Social, este é o primeiro passo para a promoção de adequada ação educativa, objeto de nossos próximos estudos.

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11

Truong, V. Dao. "Social Marketing". Social Marketing Quarterly 20, n.º 1 (10 de enero de 2014): 15–34. http://dx.doi.org/10.1177/1524500413517666.

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This article examines the development of social marketing research from 1998 to 2012. Drawing upon journal and database searches, 867 articles were retrieved and then analyzed in the light of the content analysis method. The article indicates that social marketing has captured increasing research attention, as evidenced by the growing number of articles published. U.S.- and U.K.-based researchers and institutions have contributed significantly to shaping knowledge in the field. Public health has predominantly been the research topic and hence more articles have been published in health-related journals than in marketing-related journals. Substantial research has focused on downstream social marketing, while the upstream and critical dimension has been given limited attention. Behavior change theories underlying social marketing studies were not always reported, leading to difficulties in identifying common factors in effective interventions. Social marketing research has been dominated by qualitative methods, although both quantitative and mixed methods are gaining prominence. Limitations to the article are discussed and gaps for further research indicated.

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12

Montazeri, Ali. "Social marketing". Journal of the Royal Society of Health 117, n.º 2 (abril de 1997): 115–18. http://dx.doi.org/10.1177/146642409711700209.

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Blair, Jo Ellen. "Social Marketing". AAOHN Journal 43, n.º 10 (octubre de 1995): 527–31. http://dx.doi.org/10.1177/216507999504301008.

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Řežab, Jan. "Social Media Marketing and Brands' Social Marketing Behavior". Central European Business Review 1, n.º 1 (30 de junio de 2012): 49. http://dx.doi.org/10.18267/j.cebr.9.

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Mitchell, Alex, Judith Madill y Samia Chreim. "Marketing and social enterprises: implications for social marketing". Journal of Social Marketing 5, n.º 4 (12 de octubre de 2015): 285–306. http://dx.doi.org/10.1108/jsocm-09-2014-0068.

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Purpose – The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise. Design/methodology/approach – This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content. Findings – Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations. Research limitations/implications – This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities. Practical implications – This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises. Social implications – Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change. Originality/value – This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

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16

Mari, Hisashi. "Social Media Marketing:". Japan Marketing Journal 43, n.º 2 (29 de septiembre de 2023): 70–77. http://dx.doi.org/10.7222/marketing.2023.052.

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Oh, Heiwon, Brenda Avila y Jay Sang Ryu. "COTTON AWARENESS MARKETING: THE COMPARISON OF SOCIAL MEDIA MARKETING AND CONVENTIONAL MARKETINT". Global Fashion Management Conference 3, n.º 3 (30 de junio de 2015): 338–41. http://dx.doi.org/10.15444/gfmc2015.03.03.03.

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Andreasen, Alan R. "From Ghetto Marketing to Social Marketing: Bringing Social Relevance to Mainstream Marketing". Journal of Public Policy & Marketing 16, n.º 1 (marzo de 1997): 129–31. http://dx.doi.org/10.1177/074391569701600112.

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19

Krstić, Ana y Biljana Đurđević. "Social media marketing". Marketing 48, n.º 4 (2017): 254–60. http://dx.doi.org/10.5937/markt1704254k.

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Yamamoto, Hikaru. "Social Media and Marketing". Japan Marketing Journal 40, n.º 4 (31 de marzo de 2021): 3–5. http://dx.doi.org/10.7222/marketing.2021.014.

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21

Sugitani, Yoko. "Social Psychology and Marketing". Quarterly Journal of Marketing 45, n.º 1 (10 de enero de 2025): 2–4. https://doi.org/10.7222/marketing.2025.006.

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22

Dahl, Stephan, Lynne Eagle y David Low. "Integrated marketing communications and social marketing". Journal of Social Marketing 5, n.º 3 (13 de julio de 2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.

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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.

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23

Smith, Bill. "Marketing America: A Social Marketing Perspective". Social Marketing Quarterly 7, n.º 4 (diciembre de 2001): 92–94. http://dx.doi.org/10.1080/15245004.2001.9961190.

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24

Levit, Tatiana y Magdalena Cismaru. "Marketing social marketing theory to practitioners". International Review on Public and Nonprofit Marketing 17, n.º 2 (10 de febrero de 2020): 237–52. http://dx.doi.org/10.1007/s12208-020-00245-4.

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25

Olson, Sarah J. "Social Marketing and Social Change". Health Promotion Practice 15, n.º 3 (17 de enero de 2014): 309–12. http://dx.doi.org/10.1177/1524839913518921.

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Wood, Matthew. "Social Marketing for Social Change". Social Marketing Quarterly 22, n.º 2 (17 de febrero de 2016): 107–18. http://dx.doi.org/10.1177/1524500416633429.

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This article explores the role of social marketing in achieving health equality and social change in the context of obesity, one of the most serious global public health issues we face today. Social marketing has traditionally taken a downstream focus, targeting individuals to change their behavior. This article takes a critical perspective, supporting moves toward upstream social marketing and applying a socioecological model to social marketing theory. At the macrolevel, the marketing activities of some companies and social–economic environment mean it is difficult for some consumers to make healthy choices—for example, food and drink. At the microlevel, there is robust evidence parenting style and quality of preschool education during the critical early years’ period of child development profoundly influences long-term health and life outcomes. Ecological models enable social marketers and policy makers to understand which interventions are likely to reduce inequality through sustainable, holistic positive behavior change compared with short-term, issue-based programs.

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Kennedy, Ann-Marie y Nicholas Santos. "Social fairness and social marketing". Journal of Social Marketing 9, n.º 4 (14 de octubre de 2019): 522–39. http://dx.doi.org/10.1108/jsocm-10-2018-0120.

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Purpose Social marketers set out to undertake interventions that benefit society. However, at times, there can be inadvertent, unintended consequences of these interventions that can be seen as unethical. Such ethical issues can arise from the context, process, method and outcomes of interventions and often bring to the fore the “social fairness” of social marketing. Given that social marketing is aimed at societal benefit, the authors believe that the issue of social fairness is an important one in the context of ethical social marketing. With that in mind, the purpose of this paper is to provide a discussion of the application of a normative ethical framework, labelled the integrative justice model (IJM) (Santos and Laczniak, 2009), to social marketing. This amounts to a macro-social marketing ethical framework. Design/methodology/approach Conceptual broadening of a normative ethical framework. Findings The authors hold that the IJM provides several helpful normative guidelines for improving the “social fairness” of social marketing. As such, the presented normative framework of macro-social marketing ethics provides useful guidelines for future development of social marketing codes of ethics. Practical implications The macro-social marketing ethics framework provides practical guidelines for social marketers to assess ethical issues in social marketing. Originality/value The macro-social marketing ethics framework answers the call of Carter, Mayes, Eagle and Dahl (2017) for development of ethical frameworks for social marketers. It provides a reconciliation of multiple normative frameworks to give a set of guidelines for social marketers that are clear and non-contradictory.

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Camargo, Eleida P., Luciane BC Carvalho, Rodrigo De Freitas, Welton Lopes, Lucila BF Prado y Gilmar F. Prado. "Réplica − Marketing Social". Revista Neurociências 19, n.º 2 (31 de marzo de 2001): 213. http://dx.doi.org/10.34024/rnc.2011.v19.8375.

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Ferreira, Adriana R. "Marketing Social Responsável". Revista Panorama - Revista de Comunicação Social 2, n.º 1 (22 de junio de 2022): 2. http://dx.doi.org/10.18224/pan.v2i1.2129.

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Raciti, Maria M. "Social marketing hackers". Journal of Social Marketing 11, n.º 3 (16 de junio de 2021): 306–20. http://dx.doi.org/10.1108/jsocm-12-2020-0238.

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Purpose Social marketing has come of age. Today, we are is a legitimate discipline with a wealth of empirical evidence that manifestly demonstrates the ability to bring about behaviour changes for the greater good. As social marketers, we are rapidly expanding the horizons, with a growing interest in the labyrinth of systems that influence the chosen social causes. We have become brave and bold, but is the study now running the risk of romanticising the work and ourselves? It is time to recalibrate, to take stock and to address the elephants in the social marketing room. Design/methodology/approach Expanding on my Change 2020 Driving Systems Change panel presentation, this viewpoint article is a provocation, a think piece, centred around two observed phenomena. Findings The first phenomenon observed is the many identities of the contemporary social marketer – hackers, change agents, heroes, political power brokers and master puppeteers. The second phenomenon observed is the accelerated interest in systems thinking for which the author propose three preconditions are needed – an awareness of the system(s); an acknowledgement that this study is a part of the system(s) and the need to decolonise social marketing. Originality/value This article poses challenging questions but offers no solutions as to how social marketers should, could or do square up our blind spots, make peace with our paradoxes or unblinker the views. Not only would it be naïve to proffer solutions but it would also stifle the growth of you, the reader, in your journey to becoming an integrated person and woke social marketing professional.

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31

Scott, Jenny E. y Joan Wharf Higgins. "Upstream Social Marketing". Social Marketing Quarterly 18, n.º 2 (junio de 2012): 112–23. http://dx.doi.org/10.1177/1524500412450488.

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The benefits of physical activity (PA) are well recognized. While the benefits of PA contribute to a higher quality of life, physical inactivity remains a population-wide plague around the world. The health risks associated with inactivity are disproportionately high among those with low-incomes. While the barriers hindering an active lifestyle among low-income persons are well known, there is a paucity of literature on the perspectives of those that are providing recreation services to low-income citizens. It is anticipated that understanding the professionals’ perspectives may help refine municipal recreation policies and procedures in order to better reach and serve low-income citizens. This study sought to understand the benefits of and challenges to implementing programs designed for low-income citizens. Framed by social marketing theory, key informant interviews and a focus group were conducted with recreation professionals from Vancouver Island, British Columbia, Canada ( N = 9). Social marketing can be a powerful way to make sense of how policies and programs are positioned by recreation professionals and offered to their less well-resourced patrons. Implications for practice include delivering programs outside of facility walls, using word of mouth as a trusted communication method, developing subsidy policies, seeking external funding sources, and relying on partnerships to facilitate delivery and recruitment. By focusing on the recreation professional, this study reveals the importance of targeting upstream audiences in order to effect change for the end users. Future research in other social service professions might benefit from a similar approach to advancing service delivery.

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Lee, Nancy R. "Corporate Social Marketing". Social Marketing Quarterly 22, n.º 4 (5 de octubre de 2016): 340–44. http://dx.doi.org/10.1177/1524500416672550.

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Deshpande, Sameer. "Corporate Social Marketing". Social Marketing Quarterly 22, n.º 4 (17 de octubre de 2016): 255–63. http://dx.doi.org/10.1177/1524500416674291.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 9, n.º 4 (diciembre de 2003): 83–87. http://dx.doi.org/10.1080/716100603.

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Cader, Yoosuf y Afraa Abdulla Al Tenaiji. "Social media marketing". International Journal of Social Entrepreneurship and Innovation 2, n.º 6 (2013): 546. http://dx.doi.org/10.1504/ijsei.2013.059955.

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Dibb, Sally y Marylyn Carrigan. "Social marketing transformed". European Journal of Marketing 47, n.º 9 (20 de septiembre de 2013): 1376–98. http://dx.doi.org/10.1108/ejm-05-2013-0248.

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Meese, Tessa. "Exploring social marketing". Dental Nursing 6, n.º 3 (marzo de 2010): 125. http://dx.doi.org/10.12968/denn.2010.6.3.46765.

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Roy, Abhijit. "Strategic social marketing". Journal of International Consumer Marketing 28, n.º 1 (enero de 2016): 73–74. http://dx.doi.org/10.1080/08961530.2015.1089120.

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Venzke, Sven. "Social Media Marketing". Datenschutz und Datensicherheit - DuD 35, n.º 6 (junio de 2011): 387–92. http://dx.doi.org/10.1007/s11623-011-0096-9.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 8, n.º 1 (marzo de 2002): 62–65. http://dx.doi.org/10.1080/15245000212536.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 8, n.º 2 (junio de 2002): 50–54. http://dx.doi.org/10.1080/15245000212547.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 9, n.º 2 (junio de 2003): 50–53. http://dx.doi.org/10.1080/15245000309102.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 9, n.º 3 (septiembre de 2003): 33–38. http://dx.doi.org/10.1080/15245000309105.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 8, n.º 4 (diciembre de 2003): 71–74. http://dx.doi.org/10.1080/15245000309116.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 10, n.º 1 (marzo de 2004): 48–53. http://dx.doi.org/10.1080/15245000490433415.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 10, n.º 2 (junio de 2004): 81–84. http://dx.doi.org/10.1080/15245000490484699.

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Newton-Ward, Michael, Alan Andreasen, Gerard Hastings, François Lagarde y Robert Gould. "Positioning Social Marketing". Social Marketing Quarterly 10, n.º 3-4 (diciembre de 2004): 17–22. http://dx.doi.org/10.1080/15245000490892452.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 10, n.º 3-4 (diciembre de 2004): 62–64. http://dx.doi.org/10.1080/15245000490892461.

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Pintado, Irene. "Social Marketing Resources". Social Marketing Quarterly 11, n.º 2 (junio de 2005): 64–66. http://dx.doi.org/10.1080/15245000500198463.

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Thomas, Kamilah B. "Social Marketing Resources". Social Marketing Quarterly 11, n.º 3-4 (diciembre de 2005): 82–90. http://dx.doi.org/10.1080/15245000500414407.

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