Principles and Practice of Social Marketing : an International Perspective.
Theory and practice come together by combining the latest research with real-life examples of social marketing campaigns.
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Full Text (via ProQuest) |
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| Format: | eBook |
| Language: | English |
| Published: |
Leiden :
Cambridge University Press,
2010.
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Table of Contents:
- Cover; Half-title; Title; Copyright; Contents; Tables; Figures; Preface; Acknowledgements; 1 Social marketing and social change; 2 Principles of marketing; 3 Social marketing and the environment; 4 Advocacy and environmental change; 5 Principles of communication and persuasion; 6 Models of attitude and behaviour change; 7 Research and evaluation; 8 Ethical issues in social marketing; 9 The competition; 10 Segmentation and targeting; 11 The marketing mix; 12 Using media in social marketing; 13 Using sponsorship to achieve changes in people, places and policies.
- 14 Planning and developing social marketing campaigns and programmes15 Case study: the Act-Belong-Commit campaign promoting positive mental health; References; Index.