Seek or destroy? : examining value creation and destruction in behaviour maintenance in social marketing
Year of publication: |
May 2017
|
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Authors: | Zainuddin, Nadia ; Dent, Kendall ; Tam, Leona |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 5/6, p. 348-374
|
Subject: | Value destruction | value creation | behaviour maintenance | social marketing | social media | Twitter | content and thematic analysis | Social Web | Social web | Social Marketing | Social marketing | Betriebliche Wertschöpfung | Value creation | Instandhaltung | Maintenance policy |
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