• Asia Marketing Journal
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• v.7 no.2
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• pp.23-46
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• 2005

Social marketing emerged as a significant paradigm in the late 1960s when the conceptual boundaries of marketing were broadened by some scholars. Accordingly, social marketers have tended to apply traditional marketing tools, albeit within a vastly different context. After reviewing and classifying the social marketing literature into traditional and interdisciplinary approach, the author found out that both approaches disregarded the special context in which social marketing operated. In this regard, the author maintains that social marketers, operating in an environment that is characterized by intricate exchange and amplified market failure brought about by externalities, may be ill-equipped to foster change utilizing conventional marketing tools. Therefore, this paper proposes that social capital is an appropriate theory to supplement traditional notions of marketing to further enhance the field of social marketing as it takes into account market failure, intricate exchange, and behavioral and social phenomena.

• The Korean Journal of Zoology
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• v.39 no.2
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• pp.147-158
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• 1996

Since the floating goby, Choenogobius onnuloris, has intricate and diverse morphological variations, allozymic analysis at 25 loci was carried out for their populations in Korea to clarify its taxonomic status. A genetic assay carried out revealed that the floating gobies were clearly divided into three genetic groups (Tvpe-A, Tvpe-B and Tvpe-C) in Korea. Alternative alleles were fated at six loci (Aco, 6pgd, Ldh-1, Got-1, Gpf, Gp3l. Some loci had considerable heterogeneitv among three types and no evidence of gene exchange in slunpatric populations was found from statistical analyses. The genetic similarity (Rogers'S) among three types was lower than 0.80 and divergent time estimate indicates that they were speciated during 1.2-1.8 million year before present (WBP). ASso, these three types of C. unnuluris were distinguished morpholosicallv from each other by several characters such as band ornamentations. In conclusion, the evidences presented here support recognition of three types of Chuenogobius annularis as typical discrete species.