A framework for promoting cooperation.

Author(s)
Wiener, J.L. & Doescher, T.A.
Year
Abstract

Marketing scholars such as Kotler and Rothschild emphasize that there is a need for research that will generate and test social marketing strategies. By drawing on social dilemma theory, the authors identify the barriers to prosocial behavior and the means for overcoming those barriers. Both general propositions and specific marketing strategies are discussed.

Request publication

8 + 1 =
Solve this simple math problem and enter the result. E.g. for 1+3, enter 4.

Publication

Library number
950188 ST [electronic version only]
Source

Journal of Marketing, Vol. 55 (1991), No. 2 (April), p. 38-47, 29 ref.

Our collection

This publication is one of our other publications, and part of our extensive collection of road safety literature, that also includes the SWOV publications.