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其他書名
Influencing Behaviors for Good
出版SAGE Publications, 2011-10-20
主題Social Science / Sociology / GeneralBusiness & Economics / Marketing / General
ISBN14129814929781412981491
URLhttp://books.google.com.hk/books?id=NCoCYp-ZcR8C&hl=&source=gbs_api
EBookSAMPLE
註釋"The Fourth Edition of Social Marketing is the definitive textbook for the planning and implementation of programs designed to bring about social change. No other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action. It provides a solid foundation of fundamental marketing principles and techniques, and then expands them to illustrate techniques specific to practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and motivate community involvement. This book is coauthored by arguably the most influential individual in the field of marketing, Philip Kotler, who coined the term "social marketing" in 1971 (with Gerald Zaltman) and Nancy R. Lee, a preeminent lecturer, consultant, and author in social marketing."--Publisher's website.