TY  - JOUR
AB  - Suggests that although social marketing has long been seen as the modern way of communicating social agendas, it may be displaced by a more polemical and manipulative paradigm, social propaganda, and that this rivalry is intimately connected with the rise of single issue pressure groups and concomitant decline in conventional political participation. While this thesis is not proved in any rigorous sense, does attempt to achieve a secondary objective, that of sorting out a very real conceptual confusion between social marketing and social propaganda, establishing their boundaries and nuancing the subtleties of each by comparison with a conceptually distinct other.
VL  - 30
IS  - 10/11
SN  - 0309-0566
DO  - 10.1108/03090569610149791
UR  - https://doi.org/10.1108/03090569610149791
AU  - O’Shaughnessy Nicholas
PY  - 1996
Y1  - 1996/01/01
TI  - Social propaganda and social marketing: a critical difference?
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 54
EP  - 67
Y2  - 2024/04/20
ER  -