In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. This book introduces advertising scholars and practitioners to current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising. This book was ...
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In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. This book introduces advertising scholars and practitioners to current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising. This book was originally published as a special issue of the International Journal of Advertising .
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