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Principles and Practice of Social Marketing
Rob DonovanNadine Henley
其他書名
An International Perspective
出版Cambridge University Press, 2010-10-28
主題Business & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / GeneralSocial Science / Sociology / GeneralBusiness & Economics / Organizational BehaviorBusiness & Economics / General
ISBN11394922689781139492263
URLhttp://books.google.com.hk/books?id=pM42Oqz8BuUC&hl=&source=gbs_api
EBookSAMPLE
註釋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.