The Potential of Social Marketing

Zusammenfassung 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.

Inhalt
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