Abstract
Within a two-year research project, we have examined social marketing questions and solutions. The findings moved beyond the institutional approach to social marketing as an integrated model and practice with the objective of providing more complex solutions to social problems. We interpret social marketing as a kind of stakeholder management shaping behaviour acting along value communities. This study aims to present a special field – giving solutions for downtown problems in the third largest town of Hungary (Miskolc) with the help of social marketing tools, by elaborating the City Partner Strategy for the newly established Downtown Economical Development Cluster.
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