“…The paradigm encompasses elements of lobbying, propagandizing, publicizing and negotiation . 53) as well as advertising (Bogart, 1978;Jacobsen and Nicosia, 1981). It also incorporates the work on international marketers as change agents (Thorelli, 1966;Hill and Still, 1980) and social marketing, which has been developing along its own path (Kotler and Zaltmann, 1971;Levy and Zaltman, 1975, ch.…”