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Principles and practice of social marketing : an international perspective

Author: Robert J Donovan, (Professor of behavioral research); Nadine Henley
Publisher: Cambridge ; New York : Cambridge University Press, 2010.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
"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  Read more...
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Document Type: Book
All Authors / Contributors: Robert J Donovan, (Professor of behavioral research); Nadine Henley
ISBN: 9780521194501 0521194504 9780521167376 052116737X
OCLC Number: 645673986
Description: xix, 504 pages : illustrations ; 26 cm
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.
Responsibility: Rob Donovan, Nadine Henley.
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Abstract:

Theory and practice come together by combining the latest research with real-life examples of social marketing campaigns.  Read more...

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