720 The Marketing Book
cipline. However, other arenas, such as crime
prevention, Third World development and the
alleviation of poverty, could also benefit from
social marketing. There is a need to produce and
publish reliable case studies in these areas.
Finally, we need to provide more educa-
tional opportunities in social marketing. Only
when well-trained social marketers, who can
live and breathe the discipline, join the major
agencies of social change will its full potential
be realized.
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