Principles and Practice of Social Marketing

An International Perspective

Business & Finance, Marketing & Sales, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Principles and Practice of Social Marketing by Rob Donovan, Nadine Henley, Cambridge University Press
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Author: Rob Donovan, Nadine Henley ISBN: 9780511851599
Publisher: Cambridge University Press Publication: October 28, 2010
Imprint: Cambridge University Press Language: English
Author: Rob Donovan, Nadine Henley
ISBN: 9780511851599
Publisher: Cambridge University Press
Publication: October 28, 2010
Imprint: Cambridge University Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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