This study attempts to explore the differences and relationships between social marketing and marketing of ideas, using, as illustrations, examples from a governmental institution with a new program in Brazil called Procel. The study establishes differences between orthodox marketing (business marketing), social marketing and marketing of ideas.
CITATION STYLE
Campomar, M. C. (2015). Marketing of Ideas in Social Marketing: A Case Study. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 477). Springer Nature. https://doi.org/10.1007/978-3-319-13084-2_115
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