The Sage handbook of social marketing / edited by Gerard Hastings, Kathryn Angus and Carol Bryant.

Format:

Book

Contributor:

Hastings, Gerard.

Angus, Kathryn.

Bryant, Carol A.

Language:

English

Subjects (All):

Social marketing--Handbooks, manuals, etc.

Social marketing.

Behavior modification.

Genre:

Handbooks and manuals.

Physical Description:

xxvi, 442 pages : illustrations ; 26 cm

Other Title:

Social marketing

Place of Publication:

Los Angeles : Sage, 2011.

Summary:

"For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by: examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel; discussing how these have been used in practice, emphasizing 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 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, such as HIV/AIDS and global warming." --Provided by publisher.

Contents:

Section 1: Theoretical debates

Section 2: Marketing planning

Section 3: Research: it's roles and techniques

Section 4: Dancing with the Devil

Section 5: Upstream and social change

Section 6: Social marketing in practice: case studies.

Notes:

Includes bibliographic references and index.

ISBN:

9781849201889

1849201889

OCLC:

681497759