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Books > Social sciences > Sociology, social studies > Social issues
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Social Marketing - Theoretical and Practical Perspectives (Hardcover)
Loot Price: R4,248
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Social Marketing - Theoretical and Practical Perspectives (Hardcover)
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Social Marketing: marketing in the service of societal problems.
Does this approach represent dangerous social engineering, or is it
the best hope we have to treat what are often regarded as
intransigent problems? For both academics and practitioners
involved with social marketing, the domain remains in its infancy.
Programs and approaches are being developed and implemented by
practitioners; academics are defining "what it is," "where it comes
from," and "where it is going."
This book incorporates many of the presentations made at the "Role
of Advertising in Social Marketing" Conference sponsored by the
Society for Consumer Psychology. Professionals from academia,
government, and non-government organizations address a highly
diverse and interesting set of societal concerns ranging from organ
donation to violence in sports, from efforts to promote safe sex
and family planning to better understand cigarette smokers and
their perceptions. Are marketing's "four Ps"--product, price,
place, and promotion--enough to help solve these problems, or does
social marketing at the end of the 1990s need to call on other Ps,
such as political persuasion? This volume thoughtfully addresses
theoretical and empirical issues challenging academics and
practitioners alike to find out how to borrow the best of marketing
for application in social marketing.
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