Social marketing : from tunes to symphonies / Gerard Hastings and Christine Domegan.

By:

Hastings, Gerard

Contributor(s):

Domegan, Christine [aut]

Material type:

TextPublication details: London ; New York : Routledge, 2014.Edition: Second editionDescription: xxiv, 526 p. : ill. col. and b&w ; 26 cmContent type:

text

ISBN:

9780415683739

Subject(s):

DDC classification:

658.8

Contents:

Preface: Of tunes and symphonies -- Ch. 1. If it works for Coca-Cola -- Ch. 2. Social marketing principles -- Ch. 3. The shoulders of giants -- Ch. 4. Making it happen - the toolbox -- Ch. 5. Research and the art of storytelling -- Ch. 6. Only connect -- Ch. 7. Competitive analysis -- Ch. 8. Critical marketing -- Ch. 9. Ethical issues -- Ch. 10. The big picture – systems social marketing -- Afterword: A call to action -- Appendix: Foreword to "The marketing matrix" -- Case studies.

Summary: Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs. This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-creation of value, Community Based Prevention Marketing (CBPM) and the vital role of critical thinking. In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analysed. The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.

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Holdings
Item type	Current library	Call number	Status	Barcode
Books	Marbella International University Centre Library	658.8 HAS soc (Browse shelf(Opens below))	Available	11680

Includes bibliographical references and index.

Preface: Of tunes and symphonies --
Ch. 1. If it works for Coca-Cola --
Ch. 2. Social marketing principles --
Ch. 3. The shoulders of giants --
Ch. 4. Making it happen - the toolbox --
Ch. 5. Research and the art of storytelling --
Ch. 6. Only connect --
Ch. 7. Competitive analysis --
Ch. 8. Critical marketing --
Ch. 9. Ethical issues --
Ch. 10. The big picture – systems social marketing --
Afterword: A call to action --
Appendix: Foreword to "The marketing matrix" --
Case studies.

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs. This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-creation of value, Community Based Prevention Marketing (CBPM) and the vital role of critical thinking. In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analysed. The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.

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