Social marketing : why should the Devil have all the best tunes? Gerard Hastings

By:

Hastings, Gerard

Material type: Text

TextLanguage: English Publication details: Amsterdam, Elsevier, 2007.Description: xvi, 367 pages : illustrations ; 25 cmISBN:

9789380931791

Subject(s):

DDC classification:

658.872 HAS

Contents:

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

Summary: 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.

List(s) this item appears in: New Arrivals - May 1st to 31st 2024

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Item type	Current library	Call number	Status	Date due	Barcode
Books	Institute of Public Enterprise, Library S Campus	658.872 HAS (Browse shelf(Opens below))	Available		48506

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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.

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Social marketing : why should the Devil have all the best tunes? Gerard Hastings

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