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Marketing is often criticised for its role in stimulating excessive and often unnecessary consumption and the consequent social issues that arise. The Global Financial Crisis (GFC) has taught us that sustainable models are required for business practice. As people who shape the minds and hence influence future business leaders, marketing and business academics need to be socially minded. The marketing discipline has much to offer to the social arena.
The Journal of Social Marketing (JSOCM) publishes double blind peer reviewed research that showcases the adaptation and adoption of commercial marketing activities, institutions and processes as a means to induce behavioural change in a targeted audience on a temporary or permanent basis to achieve a social goal.
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