Social marketing in the new millennium

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 Introduction There is a growing consensus within society that companies should take a more active and structured approach to the relationships they have with the various communities they serve. Corporate social responsibility is the way in which a company demonstrates its commitment to contributing something positive to its stakeholders and society. Social marketing is a new approach to traditional marketing. It enables companies to fulfil their existing marketing needs (to produce the right goods, at the right time, in the right place, at the right…

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