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Social marketing : why should the Devil have all the best tunes?

Author: Gerard Hastings
Publisher: Amsterdam ; London : Elsevier/Butterworth-Heinemann, 2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

Explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. This book shows how we can borrow the  Read more...

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Document Type: Book
All Authors / Contributors: Gerard Hastings
ISBN: 9780750683500 0750683503
OCLC Number: 123113937
Description: xvi, 367 pages : illustrations ; 25 cm
Contents: If it works for Tesco ... --
Making use of theory --
Basic principles --
Opening the toolbox --
Communication, emotion and the limitations of fear --
Moving upstream --
Relational thinking --
Competition and critical marketing --
Research and the art of navigation --
Ethical issues --
Case studies.
Responsibility: Gerard Hastings.

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