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I remember back to the days when social marketing was described as ‘spending money for a good cause without actually expecting direct sales in return’. For instance, a care home in the Midlands offered to pay £10,000 to refurbish a nursery because vandals had destroyed the building. The nursery didn’t have insurance and was struggling to find the financial support. The nursery managed to re-open and the care home received publicity and was thought of within the community as a ‘nice’ company. Social marketing has been in existence for decades and despite......

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