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What are the key criteria that act as the predictors of success in a social marketing campaign?

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Figure

Figure 1.1 Exchanges reciprocal character, Kotler & Andreasen (1996: 111).
Table 1.1 Adopted from authors, Kotler & Andreasen, (1995); Donovan & Henley, (2002); Weinreich, (2011)
Figure 2.1 A Two Parent Metaphor
Table 2.1 Some Definitions of Social Marketing
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