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Social Marketing (Paperback)
Lynne Eagle, Stephan Dahl, Susie Hill, Sara Bird, Fiona Spotswood, …
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R2,526
Discovery Miles 25 260
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Ships in 10 - 15 working days
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Social marketing is receiving unprecedented focus and support from
government, the private sector and charities internationally.
Social marketing attempts to educate people in the hope that they
will make 'informed'(i.e. healthy) choices regarding diet,
lifestyle and health related issues. The effective application of
social marketing principles can be complex and controversial.
Social marketing planning cannot be reduced to a simple set of
actions on a checklist; there is no single strategy for success and
strategies that have proved successful with one population may not
transfer to other populations. This text will explore the
complexities involved in researching, planning and implementing
effective social marketing programmes, using illustrative cases
from both successful and unsuccessful real-world programmes. The
authors provide a critical analysis of the origins of social
marketing as a concept and of the claims made by its supporters and
detractors in order to highlight what social marketing can and
cannot achieve. This is followed by a review of strategic issues
that must be considered in developing social marketing programmes,
including persuasion resistance, message relevance and message
framing. Key themes included in the text are the impact of cultural
factors on health-related behaviours, ethical issues and attitudes
as a key factor underlying health-related behaviours. The authors
introduce concepts, theories and strategies that will aid the
development, testing and implementation of social marketing
interventions. The book is suitable for both undergraduate and
postgraduate students of business and marketing and those studying
modules in social marketing.
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