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Journal of Marketing Management Volume 32, 2016 - Issue 11-12: Advancing theory and research in strategic social marketing
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Articles

Seeing through a Glass Onion: broadening and deepening formative research in social marketing through a mixed methods approach

Julia E. CarinsSocial Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Nathan, Australia;Land Division, Defence Science and Technology Group, Scottsdale, AustraliaCorrespondence[email protected]
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Sharyn R. Rundle-ThieleSocial Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Nathan, AustraliaView further author information
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Justin J. T. FidockLand Division, Defence Science and Technology Group, Edinburgh, AustraliaView further author information
Pages 1083-1102 | Received 31 Jul 2015, Accepted 05 Apr 2016, Published online: 02 Sep 2016

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