iSMA’s very own Prof. Jeff French and Nancy R. Lee have collaborated with co-authors to publish an article in the International Review on Public and Nonprofit Marketing (2021).

The article, The social marketing paradox: challenges and opportunities for the discipline, can be read online. Part of the abstract is below.

“This paper contributes to emerging discourse about the ongoing challenges and opportunities of social marketing as a discipline… The study provides insight into existing challenges for social marketing, classified into three key themes according to their position within or outside of the discipline: 1) poor branding of the discipline as an internal challenge, 2) competing disciplines as an external challenge, and 3) overall reach of the discipline, seen as both an internal and external challenge”.