"Consumer-dominant social marketing: a definition and explication" by Thomas Boysen Anker, Ross Gordon et al.
Purpose: The emerging consumer-dominant logic of marketing captures consumers’ active and primary role in a range of mainstream marketing processes such as branding, product development and sales. However, consumers’ active role in driving pro-social behaviour change has not yet received close attention. The purpose of this paper is to introduce and explore consumer dominance in social marketing. The authors propose a definition of consumer-dominant social marketing (CDSM) and explicate five key elements which underpin the phenomenon. Design/methodology/approach: This conceptual study offe...
Source: uow.edu.au