Social marketing : why should the Devil have all the best tunes?
Hastings, Gerard.
Social marketing : why should the Devil have all the best tunes? Gerard Hastings - Amsterdam, Elsevier, 2007. - xvi, 367 pages : illustrations ; 25 cm
Chapter 1 Introduction
Chapter 2 Theoretical foundations
Chapter 3 The principles of social marketing
Chapter 4 Opening the toolbox
Chapter 5 Communication, branding and the limits of fear
Chapter 6 Length and breadth
Chapter 7 Competition and critical marketing
Chapter 8 Research ? the art of navigation
Chapter 9 Ethics
Chapter 10 Social marketing
cases studies
Explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. This book shows how we can borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours.
9789380931791
Social marketing
Behavioural changes
Social behaviour
658.872 / HAS
Social marketing : why should the Devil have all the best tunes? Gerard Hastings - Amsterdam, Elsevier, 2007. - xvi, 367 pages : illustrations ; 25 cm
Chapter 1 Introduction
Chapter 2 Theoretical foundations
Chapter 3 The principles of social marketing
Chapter 4 Opening the toolbox
Chapter 5 Communication, branding and the limits of fear
Chapter 6 Length and breadth
Chapter 7 Competition and critical marketing
Chapter 8 Research ? the art of navigation
Chapter 9 Ethics
Chapter 10 Social marketing
cases studies
Explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. This book shows how we can borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours.
9789380931791
Social marketing
Behavioural changes
Social behaviour
658.872 / HAS
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