Domegan, Christine; Collins, Katie; Stead, Martine; … - In: Journal of Social Marketing 3 (2013) 3, pp. 239-256
opportunity to develop the theory and practice of social marketing. However, whilst value co-creation offers thought-provoking new … directions for the field, applying this theory and its core concepts in social marketing is not without significant challenges … lessons from social marketing practice with the value co-creation discourse from commercial marketing. Drawing upon two …