Value co-creation in social marketing: functional or fanciful?

Purpose – Value co-creation thinking is reshaping the understanding of markets and marketing and presents a significant opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new directions for the field, applying this theory an...

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Veröffentlicht in:	Journal of social marketing 2013-10, Vol.3 (3), p.239-256
Hauptverfasser:	Domegan, Christine, Collins, Katie, Stead, Martine, McHugh, Patricia, Hughes, Tim
Format:	Artikel
Sprache:	eng
Schlagworte:	Alliances Audiences Behavior Collaboration Community Community development Consumers Customer relations Design Marketing Marketing strategy/methods Public health Social change Social marketing Studies Theory
Online-Zugang:	Volltext
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