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Principles and practice of social marketing : an international perspective / [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Donovan, Rob, 1944- Henley, Nadine. |
| 서명/저자사항 | Principles and practice of social marketing[electronic resource] :an international perspective /Rob Donovan and Nadine Henley. |
| 판사항 | Fully updated ed., New international ed. |
| 발행사항 | Cambridge ; New York : Cambridge University Press, 2010. |
| 형태사항 | 1 online resource (xix, 504 p.) : ill. |
| ISBN | 9780511909559 (electronic bk.) 0511909551 (electronic bk.) |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | Social marketing and social change -- Principles of marketing -- Social marketing and the environment -- Advocacy and environmental change -- Principles of communication and persuasion -- Models of attitude and behaviour change -- Research and evaluation -- Ethical issues in social marketing -- The competition -- Segmentation and targeting -- The marketing mix -- Using media in social marketing -- Using sponsorship to achieve changes in people, places and policies -- Planning and developing social marketing campaigns and programmes -- Case study: the Act-Belong-Commit Campaign promoting positive mental health. |
| 요약 | "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 behaviour, 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"-- |
| 일반주제명 | Social marketing. BUSINESS & ECONOMICS / Sales & Selling. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Donovan, Rob, 1944-Principles and practice of social marketing.Fully updated ed., New international ed.Cambridge ; New York : Cambridge University Press, 20109780521194501 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=335205 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00017938 | 658.8 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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