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Journal of Macromarketing
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Relational Paradigms in Social Marketing

Gerard Hastings

It is fifty years since Wiebe suggested that generic marketing principles could tackle health and welfare problems and thirty since Kotler christened this "social marketing." The future of social marketing depends on continuing this learning from commercial marketing and, in particular, its recent moves toward relational paradigms.

Key Words: social marketing • relationship marketing • behavior change • partnerships

Journal of Macromarketing, Vol. 23, No. 1, 6-15 (2003)
DOI: 10.1177/0276146703023001006
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