Back in 1975 a chap called Bagozzi introduced the Marketing Theory of Exchange that has become essential to all elements of marketing research and practice. He posited that there were three types of exchange: Restricted, […]
Monthly Archives: October 2013
Understanding Social Marketing
This is a lecture I recently gave on understanding social marketing. The first point I need to make is that this not social media marketing but social cause marketing. It starts with a definition of […]