Fr. 90.00

Principles and Practice of Social Marketing - An International Perspective

English · Paperback / Softback

Shipping usually within 3 to 5 weeks

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Informationen zum Autor Rob Donovan is Professor of Behavioural Research at the Centre for Behavioural Research in Cancer Control in the Faculty of Health Sciences, Adjunct Professor of Social Marketing and Co-Director of the Social Marketing Research Unit at Curtin Business School, Curtin University, Western Australia. Nadine Henley is Professor of Social Marketing, Director of the Centre for Applied Social Marketing Research and Associate Dean of Research and Higher Degrees for the Faculty of Business and Law at Edith Cowan University, Western Australia. Klappentext Theory and practice come together by combining the latest research with real-life examples of social marketing campaigns. Zusammenfassung Theory and practice come together in a textbook that combines the latest research with real-life examples of social marketing campaigns the world over. By using an evidence-based approach that gives many real-life examples in every chapter! students learn the principles and methods of social marketing in context. Inhaltsverzeichnis 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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