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• 1979Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like Soap299 cited
• 1980The Marketing of Social Causes: The First 10 Years256 cited
• 1997Social Marketing: An Approach to Planned Social Change253 cited
• 2011Selling climate change? The limitations of social marketing as a strategy for climate change public engagement225 cited
• 2003The Life Trajectory of Social Marketing189 cited
• 2003Relational Paradigms in Social Marketing164 cited
• 2012Governing at a distance: Social marketing and the (bio) politics of responsibility150 cited
• 2016Social marketing’s consumer myopia137 cited
• 2014Up, up and away: social marketing breaks free129 cited
• 1981The Marketing of Ideas and Social Issues.120 cited
• 2014Mass Media Health Communication Campaigns Combined with Health-Related Product Distribution117 cited
• 2013Social marketing transformed116 cited
• 2012Investigating the role of corporate credibility in corporate social marketing: A case study of environmental initiatives by professional sport organizations115 cited
• 2008Social marketing: implications for contemporary marketing practices classification scheme