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Conceptualizing, Embracing, and Measuring Failure in Social Marketing Practice - M Bilal Akbar, Liz Foote, Alison Lawson, 2023
[https://journals.sagepub.com/doi/10.1177/15245004231187134] - - public:weinreich
While failure in social marketing practice represents an emerging research agenda, the discipline has not yet considered this concept systematically or cohesively. This lack of a clear conceptualization of failure in social marketing to aid practice thus presents a significant research gap.