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Social marketing and the meaning of cool (2008)
Journal Article
Tapp, A., & Bird, S. (2008). Social marketing and the meaning of cool. Social Marketing Quarterly, 14(1), 18-29. https://doi.org/10.1080/15245000801898399

Commercial marketers have long understood the value of cool in designing and selling their products, and have invested heavily in keeping in touch with the latest trends among their consumers. In this article, we contend that social marketers could u... Read More about Social marketing and the meaning of cool.