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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. It 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,
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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