Social Marketing in Greece

Abstract

This article examines the degree of the application of social marketing in Greece, a country where the economic and social crisis has made the use of social marketing imperative. However, the Greek scientific community has not yet fully adopted the theory behind social marketing, and most contemporary campaigns ignore many of the parameters used in modern, effective social marketing. There are signs that social marketing is slowly but steadily expanding. The road ahead may be steep, but it is wide open.

Keywords

international audience research best practices branding

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