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Social marketing is an exciting new field of study that promises
much to help alleviate many dilemmas of the human condition. It may
be associated with any social project undertaken where human
interests (short and long term) override commercial ones. The
Promise of Social Marketing examines the potential of this new
field to help address effectively local and global issues that most
nations are grappling with. It clarifies the history, philosophies,
disciplines and techniques associated with best practice and
highlights the need to engage with this field to help develop it
further, so as to benefit humanity as a whole. There is an ongoing
debate about the nature of marketing and whether it is able to
fulfill or adapt to both commercial and social objectives. The
unifying view is that marketing is a tool that can be used for
individual, organizational or social benefits, and the aim of this
book is to introduce the reader to an approach that is developing
into a promising and rich new science, currently known as Social
Marketing. It is a tool that brings hope to improving the world for
good. The book guides the reader, step by step, demonstrating how
this promising area can be applied to aims as diverse as HIV/AIDS
prevention, responsible (global) citizenship, conflict resolution
or the promotion of a worthwhile education. It will be of interest
to not only those who study marketing, management, business ethics,
education and public policy but anybody who's interest is in
improving the human condition.
Social marketing is an exciting new field of study that promises
much to help alleviate many dilemmas of the human condition. It may
be associated with any social project undertaken where human
interests (short and long term) override commercial ones. The
Promise of Social Marketing examines the potential of this new
field to help address effectively local and global issues that most
nations are grappling with. It clarifies the history, philosophies,
disciplines and techniques associated with best practice and
highlights the need to engage with this field to help develop it
further, so as to benefit humanity as a whole. There is an ongoing
debate about the nature of marketing and whether it is able to
fulfill or adapt to both commercial and social objectives. The
unifying view is that marketing is a tool that can be used for
individual, organizational or social benefits, and the aim of this
book is to introduce the reader to an approach that is developing
into a promising and rich new science, currently known as Social
Marketing. It is a tool that brings hope to improving the world for
good. The book guides the reader, step by step, demonstrating how
this promising area can be applied to aims as diverse as HIV/AIDS
prevention, responsible (global) citizenship, conflict resolution
or the promotion of a worthwhile education. It will be of interest
to not only those who study marketing, management, business ethics,
education and public policy but anybody who's interest is in
improving the human condition.
Marketing Research outlines the key principles and skills involved
at each step of the marketing research process, providing readers
with targeted, practical solutions to a range of issues and
equipping them with the tools they need to overcome the common
pitfalls of designing research projects. The chapters are arranged
into core sections which progress systematically through the
marketing research process, starting with designing and setting up
research, to undertaking qualitative and quantitative research, and
finally, summarizing and reporting research. To aid students in
their research project, each chapter features a collection of
learning features, such as: Case studies and international
real-world examples Ethics boxes - Highlighting ethical
implications in research projects Advanced boxes - Signaling more
challenging topics students can return to after they have mastered
the basics Activity boxes - Encouraging students to understand how
what they have learned applies to their own experiences The book is
complemented by a range of online resources, including PowerPoint
slides, multiple choice questions, free online exercise links, and
discussion guides for Case Study & Additional Reading sections.
Suitable reading for students who are undertaking a marketing
research project.
Education policy and practice has historically been developed
within thenational/regional context. However, globalization has
prompted educationalists to review their practice in the light of
international influences. World issues such as global warming,
conflict and the depletion of earth resources have also contributed
to an increased awareness of the rolethat education can play in
resolving these problems.The contributors focus on how education
can bring about social change whileconnecting with theory at the
level of cultural impact and policy implications. Theyinvestigate
the potential for creating a transnational value system in
education, focusing on some key human rights issues both at home
and overseas.Truly international in scope, this text lays the
groundwork for future research by exposing the commonalities and
differences in approaches to knowledge production and its
dissemination, drawing together contributions from a variety of
cross cultural contexts.
Education policy and practice has historically been developed
within thenational/regional context. However, globalization has
prompted educationalists to review their practice in the light of
international influences. World issues such as global warming,
conflict and the depletion of earth resources have also contributed
to an increased awareness of the rolethat education can play in
resolving these problems. The contributors focus on how education
can bring about social change whileconnecting with theory at the
level of cultural impact and policy implications. Theyinvestigate
the potential for creating a transnational value system in
education, focusing on some key human rights issues both at home
and overseas. Truly international in scope, this text lays the
groundwork for future research by exposing the commonalities and
differences in approaches to knowledge production and its
dissemination, drawing together contributions from a variety of
cross cultural contexts.
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