We have not started this second edition with an introduction to social marketing principles
and readers who wish to start at this point should go to Chapter 2. Rather we have decided …

Although consumer researchers have explored the social, cultural and consumption-related
tensions involved in being and becoming masculine, prior research has tended to focus on …

Purpose–The purpose of this paper is to examine the nature and role of the critical
dimension social marketing and its place within marketing scholarly thought. It is posited that …

This paper presents a study offering insight and understanding of the emerging concept of
lifestyle consumption community in the context of sports betting in Australia. Recent research …

Resources are central to value creation processes. Hence, marketing and service research
rely heavily on conceptualisations of resources and resource integration for theory building …

The last two decades have seen an exponential growth in research pertaining to gender
issues in marketing and consumer research. This special issue of Marketing Theory …

Contemporary societies around the world face a number of what have been termed Lwicked
problemsL (Churchman, 1967; Rittel & Webber, 1973). These issues include but are not …

Older consumers' adoption and consumption of technologies continues to be an important
research area. However, marketing scholarship on this topic risks unintentionally smuggling …

Purpose–The purpose of this article is to demonstrate why the time is ripe for a reflexive turn
in social marketing, in response to criticisms of social marketing as neo-liberal, positivist and …

This paper brings a critical awareness to the interrelations between epistemic injustice and
knowledge hierarchies, through an insufficient attention to the Other as epistemically …