Social marketing and societal marketing: a theoretical confusion. Contextus – Contemporary Journal of Economics and Management , [S. l.], v. 16, n. 2, p. 90–112, 2018. DOI: 10.19094/contextus.v16i2.1045. Disponível em: https://periodicos.ufc.br/contextus/article/view/33166. Acesso em: 25 apr. 2026.