期刊
INTERNATIONAL JOURNAL OF NONPROFIT AND VOLUNTARY SECTOR MARKETING
卷 17, 期 4, 页码 341-351出版社
WILEY
DOI: 10.1002/nvsm.1434
关键词
social marketing; social entrepreneurship; case study; water conservation
类别
资金
- Stiftung Mercator
In aiming for voluntary behavioral change, social marketing may be particularly attractive for social entrepreneurs, but conversely, they may not have the resources or knowledge for conducting full-blown social marketing campaigns. In response to the growing importance and role of social entrepreneurship in tackling social problems and the lack of research concerning how social marketing may play a role in such organizations, the purpose of this paper is to develop a deeper conceptual understanding of how social marketing may be of use to social entrepreneurial organizations. The research reports on a case analysis of One Drop and its Aqua expo and the utilization of social marketing in pursuit of its goal to achieve water conservation in the Northern Hemisphere. The research shows the adoption of elements of social marketing but not a conscious adoption of social marketing as a strategy. Copyright (C) 2012 John Wiley & Sons, Ltd.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据