The SAGE Handbook of Social Marketing
Editat de Gerard Hastings, Kathryn Angus, Carol A. Bryanten Limba Engleză Electronic book text – 29 noi 2011
-discussing how these have been used in practice, emphasising emerging areas and recent innovations; and
-setting the agenda for future research and development in the discipline.
For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems.
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Specificații
ISBN-13: 9781446254479
ISBN-10: 144625447X
Pagini: 468
Dimensiuni: 184 x 246 mm
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 144625447X
Pagini: 468
Dimensiuni: 184 x 246 mm
Ediția:1
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Recenzii
This
SAGE
Handbook
marks
an
important
milestone
in
the
history
of
social
marketing.
Not
only
does
its
publication
acknowledge
just
how
far
we've
come
in
the
past
four
decades,
but
this
reference
manual
provides
social
marketers
with
a
valuable
overview
of
the
field
today
and
thought
provoking
discussions
of
cutting
edge
issues
that
will
shape
our
future
Philip Kotler, Northwestern University and Nancy R. Lee
Social Marketing Services, Inc
Philip Kotler, Northwestern University and Nancy R. Lee
Social Marketing Services, Inc
Cuprins
Foreword
-
Philip
Kotler
and
Nancy
R.
Lee
Introduction: A Movement in Social Marketing - Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change - Rob Donovan
Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising - R. Craig Lefebvre
Relationship Marketing and Social Marketing - Susana Marques and Christine Domegan
Understanding Social Norms: Upstream and Downstream Applications For Social Marketers - Patrick Kenny and Gerard Hastings
Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip Kotler
Critical Marketing: Theoretical Underpinnings - Michael Saren
New Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. Cialdini
PART TWO: MARKETING PLANNING
Segmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John Strand
Competition and Positioning - Gary Noble and Debra Z. Basil
The Social Marketing Mix - A Critical Review - Ken Peattie and Sue Peattie
Communications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer Deshpande
New Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt
PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES
Evaluation in Social Marketing - Martine Stead and Robert J. McDermott
Qualitative Research Methods In Social Marketing - Simone Pettigrew and Michele Roberts
Measurement in Quantitative Methods - Fiona J. Harris
PART FOUR: DANCING WITH THE DEVIL
Critical Marketing: Applications - Janet Hoek
Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra? - Sandra C. Jones
From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility - Guido Pallazo
Ethical Challenges in Commercial Social Marketing - Thomas Anker and Klemens Kappel
Internal Social Marketing: Lessons From the Field of Services Marketing - Anne M. Smith
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Impoverished Consumers and Social Marketing - Ronald Paul Hill
Social Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonald
Social Marketing for a Sustainable Environment - Sue Peattie and Ken Peattie
Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development - Jeff French
PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES
Social Marketing and Advocacy - William D. Novelli and Boe Workman
Social Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth Lee
Social Marketing and the Health Educator - Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray
Social Marketing: A Future Rooted in the Past - William Smith
Introduction: A Movement in Social Marketing - Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change - Rob Donovan
Social Models for Social Marketing: Social Diffusion, Social Networks, Social Capital, Social Determinants and Social Franchising - R. Craig Lefebvre
Relationship Marketing and Social Marketing - Susana Marques and Christine Domegan
Understanding Social Norms: Upstream and Downstream Applications For Social Marketers - Patrick Kenny and Gerard Hastings
Design Thinking, Demarketing and Behavioural Economics: Fostering Interdisciplinary Growth in Social Marketing - R. Craig Lefebvre and Philip Kotler
Critical Marketing: Theoretical Underpinnings - Michael Saren
New Approaches Towards Resistance to Persuasion - Petia K. Petrova and Robert B. Cialdini
PART TWO: MARKETING PLANNING
Segmentation and Targeting - Lynne Doner Lotenberg, Carol Schechter and John Strand
Competition and Positioning - Gary Noble and Debra Z. Basil
The Social Marketing Mix - A Critical Review - Ken Peattie and Sue Peattie
Communications in Social Marketing - Dana L. Alden, Michael D. Basil and Sameer Deshpande
New Media in Social Marketing - Darren Mays, James B. Weaver and Jay M. Bernhardt
PART THREE: RESEARCH - ITS ROLE AND TECHNIQUES
Evaluation in Social Marketing - Martine Stead and Robert J. McDermott
Qualitative Research Methods In Social Marketing - Simone Pettigrew and Michele Roberts
Measurement in Quantitative Methods - Fiona J. Harris
PART FOUR: DANCING WITH THE DEVIL
Critical Marketing: Applications - Janet Hoek
Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra? - Sandra C. Jones
From Social Marketing to Corporate Social Marketing - changing consumption habits as the new frontier of Corporate Social Responsibility - Guido Pallazo
Ethical Challenges in Commercial Social Marketing - Thomas Anker and Klemens Kappel
Internal Social Marketing: Lessons From the Field of Services Marketing - Anne M. Smith
PART FIVE: UPSTREAM AND SOCIAL CHANGE
Impoverished Consumers and Social Marketing - Ronald Paul Hill
Social Marketing and International Development - Georgina Cairns, Bruce Mackay and Laura MacDonald
Social Marketing for a Sustainable Environment - Sue Peattie and Ken Peattie
Business as Unusual: The Contribution of Social Marketing to Government Policy Making and Strategy Development - Jeff French
PART SIX: SOCIAL MARKETING IN PRACTICE: CASE STUDIES
Social Marketing and Advocacy - William D. Novelli and Boe Workman
Social Marketing and Tobacco Control - Timothy Dewhirst and Wonkyong Beth Lee
Social Marketing and the Health Educator - Robert J. McDermott, Kelli R. McCormack Brown and Rosemary Thackeray
Social Marketing: A Future Rooted in the Past - William Smith
Descriere
A
major
retrospective
and
prospective
overview
of
social
marketing,
helping
to
define
and
shape
its
current
and
future
developments.