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Social Marketing
Nancy R. Lee
Philip Kotler
其他書名
Changing Behaviors for Good
出版
SAGE Publications
, 2015-01-14
主題
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
ISBN
1483324990
9781483324999
URL
http://books.google.com.hk/books?id=gPFMBgAAQBAJ&hl=&source=gbs_api
EBook
SAMPLE
註釋
Turning Principle into Practice
Social Marketing: Changing Behaviors for Good is the definitive textbook for the planning and implementation of programs designed to influence 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. Nancy R. Lee (a preeminent lecturer, consultant, and author in social marketing) and Philip Kotler (an influential individual in the field who coined the term “social marketing” in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles and techniques are successfully applied to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains more than 26 new cases highlighting the 10 step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.