Social marketing
Lynne Eagle, Stephan Dahl, Susie Hill, Sara Bird, Fiona Spotswood ...
| Year of publication: |
2013 ; 1. publ.
|
|---|---|
| Authors: | Eagle, Lynne C. ; Dahl, Stephan ; Hill, Susie ; Bird, Sara ; Spotswood, Fiona |
| Publisher: |
Harlow : Pearson Education |
| Subject: | Social Marketing | Social marketing | Soziomarketing |
| Description of contents: | Table of Contents [swbplus.bsz-bw.de] |
| Extent: | XVIII, 350 S. Ill., graph. Darst. 25 cm |
|---|---|
| Series: | |
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook ; Glossar enthalten ; Glossary included |
| Language: | English |
| Notes: | PrefaceList of contributors -- Authors' acknowledgements -- Publisher's acknowledgements -- The principles of social marketing -- What is social marketing? -- The core principles of social marketing -- The social marketing intervention planning process -- Upstream, policy, and partnerships -- Ethical issues in social marketing -- Understanding the citizen -- Understanding the consumer : the role of theory -- Conducting reasearch in social marketing -- Segmentation -- Social forces and population-level effects -- Designing effective social marketing solutions -- Designing social marketing interventions : products, services, locations, channels -- Message framing -- Creativity in social marketing -- Media in social marketing -- Measurement and evaluation of social marketing programmes -- Glossary -- Index. Erscheint: 01. Maerz 2011 |
| ISBN: | 978-0-273-72722-4 ; 0-273-72722-2 ; 978-0-273-72723-1 ; 978-0-273-78099.1 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009683956