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COOPERATION, COMPETITION AND SOCIAL MARKETING
[http://72.14.203.104/search?q=cache:HuUchoBoCFEJ:www.sauder.ubc.ca/faculty/research/docs/weinberg/Ism_1999.pdf+social+marketing&hl=en&client=firefox-a] - - public:weinreich
article by Charles B. Weinberg and Robin J.B. Ritchie