Principles and practice of social marketing : an international perspective /
"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...
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| Format: | Book |
| Language: | English |
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Cambridge ; New York :
Cambridge University Press,
2010.
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| Edition: | Fully updated ed., New international ed. |
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| Online Access: | Cover image |
Table of Contents:
- Social marketing and social change
- Principles of marketing
- Social marketing and the environment
- Advocacy and environmental change
- Principles of communication and persuasion
- Models of attitude and behaviour change
- Research and evaluation
- Ethical issues in social marketing
- The competition
- Segmentation and targeting
- The marketing mix
- Using media in social marketing
- Using sponsorship to achieve changes in people, places and policies
- Planning and developing social marketing campaigns and programmes
- Case study: the Act-Belong-Commit Campaign promoting positive mental health.