Marketing Social Marketing in the Social Change Marketplace
本文指出社会营销因定义不清而发展受阻，提出通过干预、主题、产品和品牌层面的竞争来扩大其市场份额，并建议学术界和美国营销协会发起品牌推广活动。
Social marketing faces significant barriers to growth because there is no clear understanding of what the field is and what its role should be in relation to other approaches to social change. However, growth is possible through increases in social marketing's share of competition at the intervention, subject matter, product, and brand levels. The author proposes a specific social marketing branding campaign to advance the field, with roles for academics and the American Marketing Association.