Principles and Practice of Social Marketing synopsis
This fully updated version combines the latest research and realistic examples of social marketing campaigns around the world to help you learn how to apply marketing principles and techniques to a wide range of social issues. Case studies and international applications show how social marketing campaigns around the world are used to influence changes in behavior and reveal how these campaigns may differ according to their cultural context and theme.
Each chapter is fully illustrated with realistic examples, including campaigns dealing with racism, the environment and mental health. The book also shows how social marketing affects governments, businesses and non-governmental organizations, as well as individual behavior.
The author's team combines research and training knowledge with practical experience in the development and implementation of public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing.
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