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Principles and practice of social marketing : an international perspective / Rob Donovan, with Nadine Henley.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York : Cambridge University Press , 2010.Description: xix, 504 pages : illustrations ; 26 cmISBN:
  • 9780521167376
Subject(s): DDC classification:
  • 658.8 DON
Contents:
Machine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change -- 2. Principles of marketing -- 3. Social marketing and the environment -- 4. Advocacy and environmental change; -- 5. Principles of communication and persuasion -- 6. Models of attitude and behaviour change -- 7. Research and evaluation -- 8. Ethical issues in social marketing -- 9. The competition -- 10. Segmentation and targeting -- 11. The marketing mix --12. Using media in social marketing -- 13. Using sponsorship to achieve changes in people, places and policies -- 14. Planning and developing social marketing campaigns and programmes -- 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health.
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Holdings
Item type Current library Call number Status Barcode
Books Institute of Public Enterprise, Library S Campus 658.8 DON (Browse shelf(Opens below)) Available (Restricted Access) 50918
Books Institute of Public Enterprise, Library S Campus 658.8 DON (Browse shelf(Opens below)) Available (Restricted Access) 50919
Books Institute of Public Enterprise, Library S Campus 658.8 DON (Browse shelf(Opens below)) Available (Restricted Access) 50920

Includes bibliographical references (p. 429-484) and index.

Machine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change -- 2. Principles of marketing -- 3. Social marketing and the environment -- 4. Advocacy and environmental change; -- 5. Principles of communication and persuasion -- 6. Models of attitude and behaviour change -- 7. Research and evaluation -- 8. Ethical issues in social marketing -- 9. The competition -- 10. Segmentation and targeting -- 11. The marketing mix --12. Using media in social marketing -- 13. Using sponsorship to achieve changes in people, places and policies -- 14. Planning and developing social marketing campaigns and programmes -- 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health.

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