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Eight of these were put forth in the initial Vargo and Lusch 2004a article in the Journal of Marketing.
The next milestone in the evolution of social marketing was the publication of "Social Marketing: An Approach to Planned Social Change" in the Journal of Marketing by Philip Kotler and Gerald Zaltman.
His 2004 article with Robert Lusch in the Journal of Marketing, “Evolving to a New Dominant Logic for Marketing,” is the most-cited marketing article published in the last 10 years.