Current themes in social marketing research: text-mining the past five years.

Dahl, Stephan (2010) Current themes in social marketing research: text-mining the past five years. Social Marketing Quarterly, 16 (2). pp. 128-136. ISSN 1524-5004

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Abstract

Social marketing has advanced rapidly from its beginnings almost 40 years ago. This commentary takes a look at the current themes in published social marketing research by using text-mining to analyze articles published in the past 5 years. It also discusses the areas for future research, especially the need for published social marketing research to expand from mostly health-related application to other areas.

Item Type:Article
Research Areas:Business School > Leadership, Work and Organisations
ID Code:5934
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Deposited On:28 May 2010 12:45
Last Modified:12 May 2014 15:37

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