Principles and Practice of Social Marketing An International Perspective

• Main Authors: Donovan, Rob 1944- (Author), Henley, Nadine (Author)
• Format: Book
• Language: English
• Published: Cambridge, NY Cambridge University Press 2010
• Edition: Fully updated ed. New international ed
• Subjects: Social marketing
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xix, 504 pages illustrations 25 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 9780521167376; 052116737X; 9780521194501; 0521194504

"This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behavior and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment, and mental health. The book also shows how social marketing influences governments, corporations, and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing." -- Provided by publisher