@inproceedings{716ce0c370234deeb0012d7d6da52d64,
title = "Costs and Benefits in Social Marketing Campaigns - A Framework for the Analysis of Customer and Agency Perspectives",
author = "Greg Mahony and Raechel Johns",
year = "2005",
language = "English",
isbn = "0-646-45032-8",
pages = "621--634",
editor = "Adee Athjiyman and Elias Shehadie",
booktitle = "ABBSA Conference",
publisher = "Centre for Business and Economic Research, James Cook Univer.",
note = "Australasian Business and Behaviourial Sciences Association ; Conference date: 05-08-2005 Through 07-08-2005",
}