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 marke...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cambridge
Cambridge University Press
2010
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| Schlagworte: | |
| Online-Zugang: | BSB01 UBG01 Volltext |
| Zusammenfassung: | 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 |
| Beschreibung: | Title from publisher's bibliographic system (viewed on 05 Oct 2015) |
| Beschreibung: | 1 online resource (xix, 504 pages) |
| ISBN: | 9780511761751 |
| DOI: | 10.1017/CBO9780511761751 |
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| 520 | |a 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 | ||
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Datensatz im Suchindex
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| contents | Machine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change; 2. Principles of marketing; 3. Social marketing and the environment; 4. Advocacy and environmental change; 5. Principles of communication and persuasion; 6. Models of attitude and behaviour change; 7. Research and evaluation; 8. Ethical issues in social marketing; 9. The competition; 10. Segmentation and targeting; 11. The marketing mix; 12. Using media in social marketing; 13. Using sponsorship to achieve changes in people, places and policies; 14. Planning and developing social marketing campaigns and programmes; 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health; Index |
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| doi_str_mv | 10.1017/CBO9780511761751 |
| format | Electronic eBook |
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| language | English |
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| spelling | Donovan, Robert J. Verfasser aut Principles and practice of social marketing an international perspective Rob Donovan, Nadine Henley Principles & Practice of Social Marketing Cambridge Cambridge University Press 2010 1 online resource (xix, 504 pages) txt rdacontent c rdamedia cr rdacarrier Title from publisher's bibliographic system (viewed on 05 Oct 2015) Machine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change; 2. Principles of marketing; 3. Social marketing and the environment; 4. Advocacy and environmental change; 5. Principles of communication and persuasion; 6. Models of attitude and behaviour change; 7. Research and evaluation; 8. Ethical issues in social marketing; 9. The competition; 10. Segmentation and targeting; 11. The marketing mix; 12. Using media in social marketing; 13. Using sponsorship to achieve changes in people, places and policies; 14. Planning and developing social marketing campaigns and programmes; 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health; Index 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 Social marketing Soziomarketing (DE-588)4116549-4 gnd rswk-swf Soziomarketing (DE-588)4116549-4 s 1\p DE-604 Henley, Nadine Sonstige oth Erscheint auch als Druckausgabe 978-0-521-16737-6 Erscheint auch als Druckausgabe 978-0-521-19450-1 https://doi.org/10.1017/CBO9780511761751 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Donovan, Robert J. Principles and practice of social marketing an international perspective Machine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change; 2. Principles of marketing; 3. Social marketing and the environment; 4. Advocacy and environmental change; 5. Principles of communication and persuasion; 6. Models of attitude and behaviour change; 7. Research and evaluation; 8. Ethical issues in social marketing; 9. The competition; 10. Segmentation and targeting; 11. The marketing mix; 12. Using media in social marketing; 13. Using sponsorship to achieve changes in people, places and policies; 14. Planning and developing social marketing campaigns and programmes; 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health; Index Social marketing Soziomarketing (DE-588)4116549-4 gnd |
| subject_GND | (DE-588)4116549-4 |
| title | Principles and practice of social marketing an international perspective |
| title_alt | Principles & Practice of Social Marketing |
| title_auth | Principles and practice of social marketing an international perspective |
| title_exact_search | Principles and practice of social marketing an international perspective |
| title_full | Principles and practice of social marketing an international perspective Rob Donovan, Nadine Henley |
| title_fullStr | Principles and practice of social marketing an international perspective Rob Donovan, Nadine Henley |
| title_full_unstemmed | Principles and practice of social marketing an international perspective Rob Donovan, Nadine Henley |
| title_short | Principles and practice of social marketing |
| title_sort | principles and practice of social marketing an international perspective |
| title_sub | an international perspective |
| topic | Social marketing Soziomarketing (DE-588)4116549-4 gnd |
| topic_facet | Social marketing Soziomarketing |
| url | https://doi.org/10.1017/CBO9780511761751 |
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