Mercatin is a widely uised term tae describe the means o communication atween the company an the consumer audience. Mercatin is the adaptation o the commercial activities an uise o institutions bi the organisations wi a purpose tae induce behavioural chynge on a short-term or permanent basis.
- Gordon, Ross. "Critical social marketing: definition, application and domain."Journal of Social Marketing 1.2 (2011): 82-99.