Social Marketing Influencing Behaviors for Good

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  • Engels
  • Paperback
  • 9781412981491
  • 20 oktober 2011
  • 520 pagina's
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Samenvatting

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. Key Features: - Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works. - Enhances understanding with chapter summaries of key points and questions for discussion. - Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix; - It incorporates contributions from a range of internationally known social marketers who provide real cases to set the stage for each chapter. Past contributors have included individuals from the CDC, National Centre for Social Marketing, AARP, the Office of National Drug Control Policy, and others.

Productspecificaties

Inhoud

Taal
en
Bindwijze
Paperback
Oorspronkelijke releasedatum
20 oktober 2011
Aantal pagina's
520
Illustraties
Nee

Betrokkenen

Hoofdauteur
Nancy R. Lee
Tweede Auteur
Philip A. Kotler
Hoofduitgeverij
Sage Publications Inc

Overige kenmerken

Editie
4th Revised edition
Extra groot lettertype
Nee
Studieboek
Ja
Verpakking breedte
187 mm
Verpakking hoogte
23 mm
Verpakking lengte
232 mm
Verpakkingsgewicht
757 g

EAN

EAN
9781412981491

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