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Books > Reference & Interdisciplinary > Communication studies
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The Routledge Companion to Marketing and Society (Hardcover)
Loot Price: R7,326
Discovery Miles 73 260
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The Routledge Companion to Marketing and Society (Hardcover)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 10 - 15 working days
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The Routledge Companion to Marketing and Society focuses on
marketing for social impact as the use of marketing strategies,
tools and techniques to improve the well-being of society. As such
it does not exclude the use of marketing to increase profit and
shareholder value but rather prioritises the social impact of
marketing, both positive and negative (even if largely unintended).
This companion is a scholarly reference providing an overview of
marketing for social impact in terms of its current and emergent
themes, debates and developments, as well as reflections on the
future of the field. Using marketing tools and techniques for
social impact is commonly accepted as an effective commercial
strategy (e.g. corporate social responsibility, cause-related
marketing) and increasingly accepted as an approach to planned
social transformation that can be used to influence positive social
change in behaviours such as recycling, healthy eating, domestic
violence and human trafficking. This reference volume serves as an
authoritative and comprehensive statement on the state of
contemporary scholarship focusing on the diverse subject of the
social impact of marketing. It features 25 chapters written by
international subject specialists within six themed sections,
including consumer issues, marketing tools, commercial marketing
and non-profit marketing. It will find a global audience of
scholars and researchers within marketing and cognate fields,
interested in using marketing tools and techniques to create social
impact in areas such as public health, social and behaviour change
communication, sociology and cultural studies.
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