Abstract
This paper argues that social marketing initiatives in retailing need to be part of the institutional orientation of the firm, focused on a product familiar to both employees and consumers and integrated with human resource management practices of the firm in order to provide a distinct competitive advantage.
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Zarkada-Fraser, A., Fraser, C. (2015). Integrating Social And Economic Orientated Marketing: a Study of Retail Management. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_52
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DOI: https://doi.org/10.1007/978-3-319-11885-7_52
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