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. Attached Files Name Description MIMEType Size Downloads 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 1540-6997 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. Persistent URL http://hdl.handle.net/10536/DRO/DU:30040093 Document type: Journal Article Collections: Faculty of Business and Law Deakin Business School Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Wed, 09 Nov 2011, 13:16:36 EST Thu, 10 Nov 2011, 13:48:18 EST Thu, 10 Nov 2011, 13:49:21 EST Mon, 20 Feb 2012, 10:46:09 EST Fri, 13 Jun 2014, 11:43:14 EST Fri, 10 Oct 2014, 08:49:29 EST Thu, 11 Dec 2014, 17:29:38 EST Filtered Full Citation counts:   Cited 36 times in TR Web of Science Cited 37 times in Scopus Search Google Scholar Access Statistics: 379 Abstract Views, 1 File Downloads  -  Detailed Statistics Created: Wed, 09 Nov 2011, 13:16:36 EST