Social Marketing : Influencing Behaviors for Good
Nancy R. Lee, Philip Kotler
This is the definitive textbook for the planning and implementation of programs designed to bring about social change. The authors take key marketing principles and show readers how to apply them to campaigns and efforts to improve health, decrease injuries, protect the environment, build communities, and enhance financial well-being. Social marketing has grown in its sophistication and application to a wider array of social problems, and the Fourth Edition captures the momentum and excitement of this burgeoning field.
Catégories:
Année:
2011
Editeur::
SAGE Publications
Langue:
english
Pages:
502
ISBN 10:
1412981492
ISBN 13:
9781412981491
Fichier:
PDF, 33.20 MB
IPFS:
,
english, 2011