Computer File

Principles and practice of social marketing: an international perspective

---

Principles and Practice of Social Marketing combines the authors' practical commercial marketing know-how, hands-on experience in developing and implementing social marketing campaigns, and extensive involvement in formative and evaluative research across a broad variety of health and social policy areas. This new international edition will be essential reading for undergraduate and graduate courses in Social Marketing and for anyone involved in social marketing or health promotion, public health interventions, injury prevention or public welfare in general
''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''-- Read more... 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

---

Availability

Detail Information

Series Title

-

Call Number

[KOM-LIB-257]

Publisher

enk : Cambridge University Press., 2010

Collation

xix, 504 p. : ill. ; 26 cm.

Language

English

ISBN/ISSN

9780521167376

Classification

HF5414 .D66 2010

Content Type

-

Media Type

-

Carrier Type

-

Edition

2nd ed.

Subject(s)

Social marketing
BUSINESS & ECONOMICS / Sales & Selling

Specific Detail Info

-

Statement of Responsibility

-

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment