Strategic social marketing : for behaviour and social change /
French, Jeff,
Strategic social marketing : for behaviour and social change / Jeff French, Ross Gordon. - Second. - pages cm 23cm
"Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: A brand new chapter on evaluation. Updated advances in relevant research and theorizing. New vignettes and short case studies to illustrate theories throughout the text. The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as 'value' and 'exchange' in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours"--
9781526446046 9781526446039
2019949829
HF 5414 / .F 75 2020
Strategic social marketing : for behaviour and social change / Jeff French, Ross Gordon. - Second. - pages cm 23cm
"Adopting an international approach and offering a broader context, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including: A brand new chapter on evaluation. Updated advances in relevant research and theorizing. New vignettes and short case studies to illustrate theories throughout the text. The authors explore the reasons why marketing should be an integral component of all social programme design and delivery when looking to achieve social good, while progressing on to the nature and application of social marketing; rethinking traditional concepts such as 'value' and 'exchange' in the social context. Their hands-on features then let students lay out strategy, plans, frameworks and tactics to influence behaviours"--
9781526446046 9781526446039
2019949829
HF 5414 / .F 75 2020