Looking back and moving forwards: An agenda for social marketing research

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  • Sharyn Rundle-Thiele
    Director, Social Marketing @ Griffith, Griffith University, Australia and Editor-in-Chief, Journal of Social Marketing

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<jats:p> The practice of social marketing is based on a set of underlying principles that have not yet been tested. In the future, a series of experiments will be necessary to bring the application of social marketing to its peak. This article outlines an action plan for research in social marketing in order to push its limits. </jats:p>

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