000			02219nam a2200265 i 4500
003			MIUC
005			20200303144753.0
008			170620s2014 enka 001 | eng
020			_a9780415683739
040			_aMIUC _beng _cMIUC
082	0		_a658.8
100	1		_93394 _aHastings, Gerard
245	1	0	_aSocial marketing : _bfrom tunes to symphonies / _cGerard Hastings and Christine Domegan.
250			_aSecond edition.
260			_aLondon ; _aNew York : _bRoutledge, _c2014.
300			_axxiv, 526 p. : _bill. col. and b&w ; _c26 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0		_aPreface: 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.
520			_aSocial 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.
650		0	_9944 _aSocial marketing
650		0	_93395 _aBehavior modification
700	1		_4aut _93396 _aDomegan, Christine
942			_2ddc _cBK