Healthy Heroes, Magic Meals and a visiting alien: Community-led assets-based social marketing

Citation

Stead M (2014) Healthy Heroes, Magic Meals and a visiting alien: Community-led assets-based social marketing. In: Hastings G & Domegan C (eds.) Social Marketing: From Tunes to Symphonies. 2nd ed. London: Routledge, pp. 464-473. http://www.routledge.com/books/details/9780415683722/

Abstract
An innovative social marketing research example is seen is this case study.