Principles and practice of social marketing : an international perspective /

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"This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Donovan, Robert J. (Professor of behavioral research)
Otros Autores: Henley, Nadine
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cambridge ; New York : Cambridge University Press, 2010.
Edición:Fully updated ed., New international ed.
Temas:
Social marketing.
Marketing social.
BUSINESS & ECONOMICS > Sales & Selling.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Social marketing and social change
  • Principles of marketing
  • Social marketing and the environment
  • Advocacy and environmental change
  • Principles of communication and persuasion
  • Models of attitude and behaviour change
  • Research and evaluation
  • Ethical issues in social marketing
  • The competition
  • Segmentation and targeting
  • The marketing mix
  • Using media in social marketing
  • Using sponsorship to achieve changes in people, places and policies
  • Planning and developing social marketing campaigns and programmes
  • Case study: the Act-Belong-Commit Campaign promoting positive mental health.

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