Playing to win: enhancing programme success through more frequent use of competitive analysis
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DOI: 10.1108/jsocm-11-2023-0274
Abstract: Purpose Competition is one of the least used social marketing principles. Yet, an assessment of direct competition is one of the key factors defining social marketing from other behavioural change approaches. This paper aims to… read more here.
Keywords: programme success; competitive analysis; social marketing; competition ... See more keywords