Concepts in conflict : social marketing and sustainability

Brennan, Linda and Binney, Wayne 2008, Concepts in conflict : social marketing and sustainability, Journal of nonprofit & public sector marketing, vol. 20, no. 2, pp. 261-282, doi: 10.1080/10495140802224951.

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Title Concepts in conflict : social marketing and sustainability
Author(s) Brennan, Linda
Binney, Wayne
Journal name Journal of nonprofit & public sector marketing
Volume number 20
Issue number 2
Start page 261
End page 282
Total pages 22
Publisher New York, N.Y.
Place of publication Haworth Press, Inc.
Publication date 2008-10
ISSN 1049-5142
Keyword(s) social marketing
social change
environmental sustainability
Summary 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.
Language eng
DOI 10.1080/10495140802224951
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2008 by The Haworth Press.
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Document type: Journal Article
Collection: Deakin Graduate School of Business
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