... Fishbein M and Middlestadt SE (eds), Social Marketing: Theoretical and Practical Perspectives Mahwah, NJ: Lawrence Erlbaum Associates Bagozzi R (1975) Marketing and exchange Journal of Marketing, ... Journal of Marketing Management, 13(4): 315-325 Lawther S, Lowry R (1995) Social marketing and behaviour change among professionals Social Marketing Quarterly, II(1): 10-11 Leathar DS and Hastings ... that the more a social change campaign mimicked that of a commercial marketing campaign, the greater the likelihood of its success To many, however, the idea of expanding the application of marketing...