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- W2107346379 abstract "Abstract A non‐conventional marketing strategy is used by the owners of a not‐for‐profit code of practice, F airtrade. People buy F airtrade‐branded goods because of the social discourse around it – what friends, newspapers, teachers and others tell them about what it guarantees, what it achieves and what is its social acceptability – rather than because of the advertising. The social discourse is favourable to F airtrade but bears little relation to observable fact. Methods used by the brand owners and others to control and manipulate the social discourse are identified." @default.
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- W2107346379 date "2015-06-01" @default.
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- W2107346379 title "Marketing by Controlling Social Discourse: The Fairtrade Case" @default.
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- W2107346379 doi "https://doi.org/10.1111/ecaf.12123" @default.
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