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Research at Burgas Free University >
2. Издания на БСУ от международни конференции / Collection of Papers of BFU from International Conferences >
2024. Мултидисциплинарни иновации за социални промени: образователни трансформации и предприемачество >
Направления 1-5 >
Please use this identifier to cite or link to this item:
http://research.bfu.bg:8080/jspui/handle/123456789/1922
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| Title: | МARKETING AND SOCIAL INNOVATION |
| Authors: | Luizov, Atanas |
| Keywords: | marketing
social innovation
marketing communications
behavioral change |
| Issue Date: | 18-Nov-2024 |
| Series/Report no.: | Конференция 2024;с. 144-149 |
| Abstract: | Social innovation offers new solutions that enhance the quality of life and societal
development, addressing issues like poverty, unemployment, and climate change. Despite
their benefits, some social innovations face societal resistance. Effective marketing
communication strategies are crucial for acceptance. This article examines the impact of
marketing communication on the acceptance of social innovation. The analysis highlights the
pivotal role of marketing in promoting social innovations and achieving behavioural change. |
| URI: | http://research.bfu.bg:8080/jspui/handle/123456789/1922 |
| ISBN: | 978-619-253-038-9 |
| Appears in Collections: | Направления 1-5
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