Social marketing : why should the Devil have all the best tunes?
Hastings, Gerard
Social marketing : why should the Devil have all the best tunes? - New Delhi : Elsevier/Butterworth-Heinemann, 2007. - xvi, 367 pages : illustrations
If it works for Tesco ... --
Making use of theory --
Basic principles --
Opening the toolbox --
Communication, emotion and the limitations of fear --
Moving upstream --
Relational thinking --
Competition and critical marketing --
Research and the art of navigation --
Ethical issues --
Case studies.
Social marketing takes thinking used in commercial marketing to influence consumer behaviour and applies it to health and social behaviour - and in the process provides innovative solutions to many of the world's most pressing problems - from HIV/AIDS to global warming 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.
9780750683500 9789380931791
Social marketing.
Health promotion.
658.8 / HAS
Social marketing : why should the Devil have all the best tunes? - New Delhi : Elsevier/Butterworth-Heinemann, 2007. - xvi, 367 pages : illustrations
If it works for Tesco ... --
Making use of theory --
Basic principles --
Opening the toolbox --
Communication, emotion and the limitations of fear --
Moving upstream --
Relational thinking --
Competition and critical marketing --
Research and the art of navigation --
Ethical issues --
Case studies.
Social marketing takes thinking used in commercial marketing to influence consumer behaviour and applies it to health and social behaviour - and in the process provides innovative solutions to many of the world's most pressing problems - from HIV/AIDS to global warming 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.
9780750683500 9789380931791
Social marketing.
Health promotion.
658.8 / HAS