Social marketing :
Hastings, Gerard
Social marketing : from tunes to symphonies / Gerard Hastings and Christine Domegan. - Second edition. - London ; New York : Routledge, 2014. - xxiv, 526 p. : ill. col. and b&w ; 26 cm.
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.
9780415683739
Social marketing
Behavior modification
658.8
Social marketing : from tunes to symphonies / Gerard Hastings and Christine Domegan. - Second edition. - London ; New York : Routledge, 2014. - xxiv, 526 p. : ill. col. and b&w ; 26 cm.
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.
9780415683739
Social marketing
Behavior modification
658.8