Principles and Practice of Social Marketing: An International Perspective
Autor Rob Donovan, Nadine Henleyen Limba Engleză Paperback – 27 oct 2010
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Specificații
ISBN-13: 9780521167376
ISBN-10: 052116737X
Pagini: 526
Ilustrații: 65 b/w illus. 19 tables 64 exercises
Dimensiuni: 190 x 246 x 25 mm
Greutate: 1.11 kg
Ediția:Updated
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Cambridge, United Kingdom
ISBN-10: 052116737X
Pagini: 526
Ilustrații: 65 b/w illus. 19 tables 64 exercises
Dimensiuni: 190 x 246 x 25 mm
Greutate: 1.11 kg
Ediția:Updated
Editura: Cambridge University Press
Colecția Cambridge University Press
Locul publicării:Cambridge, United Kingdom
Cuprins
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.
Notă biografică
Descriere
Theory and practice come together by combining the latest research with real-life examples of social marketing campaigns.