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Document Type: | Book |
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All Authors / Contributors: |
Alan R Andreasen |
ISBN: | 0787901377 9780787901370 |
OCLC Number: | 444639822 |
Description: | XIX, 348 str. : graf. prikazi, tabele ; 24 cm. |
Contents: | Introduction: Social Marketing: A Powerful Approach to Social Change; PREPARING FOR SOCIAL MARKETING; Putting the Customer First: The Essential Social Marketing Insight; The Social Marketing Strategic Management Process; Listening to Customers: Research for Social Marketing; Understanding How Customer Behavior Changes; DOING SOCIAL MARKETING; Targeting Your Customer Through Market Segmentation Strategies; Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors; Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies; Bringing Social Influence to Bear and Enhancing Self-Control; Inducing Action and Ensuring Maintenance; Creating Strategic Partnerships: Marketing to Other Publics; Conclusion: Central Principles of the New Social Marketing Paradigm. |
Series Title: | Jossey-Bass nonprofit sector series.; Jossey-Bass public administration series. |
Responsibility: | Alan R. Andreasen. |
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