Principles and practice of social marketing : an international perspective / Rob Donovan and Nadine Henley.
"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...
Saved in:
| Online Access: |
Full Text (via Cambridge) |
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| Main Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Cambridge ; New York :
Cambridge University Press,
2010.
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| Edition: | Fully updated ed., New international ed. |
| Subjects: |
| Summary: | "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 marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"-- |
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| Physical Description: | 1 online resource (xix, 504 pages) : illustrations |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780511909559 0511909551 9780511761751 0511761759 |
| DOI: | 10.1017/CBO9780511761751 |
| Source of Description, Etc. Note: | Print version record. |