Rob Donovan, Nadine Henley

Principles and Practice of Social Marketing

• Broschiertes Buch

Produktbeschreibung

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

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Produktdetails

• Verlag: Cambridge University Press
• Seitenzahl: 526
• Erscheinungstermin: 28. Oktober 2010
• Englisch
• Abmessung: 246mm x 189mm x 28mm
• Gewicht: 1006g
• ISBN-13: 9780521167376
• ISBN-10: 052116737X
• Artikelnr.: 30621613

Autorenporträt

Rob Donovan is Professor of Behavioural Research at the Centre for Behavioural Research in Cancer Control in the Faculty of Health Sciences, Adjunct Professor of Social Marketing and Co-Director of the Social Marketing Research Unit at Curtin Business School, Curtin University, Western Australia.

Inhaltsangabe

List of figures
List of tables
Preface
Acknowledgements
1. Social marketing and social change
2. Principles of marketing
3. Social marketing and the environment
4. Advocacy and environmental change
5. Principles of communication and persuasion
6. Models of attitude and behaviour change
7. Research and evaluation
8. Ethical issues in social marketing
9. The competition
10. Segmentation and targeting
11. The marketing mix
12. Using media in social marketing
13. Using sponsorship to achieve changes in people, places and policies
14. Planning and developing social marketing campaigns and programmes
15. Case study: the Act-Belong-Commit Campaign promoting positive mental health
Index.