Social marketing : why should the Devil have all the best tunes?

By:

Hastings, Gerard

Contributor(s):

Health behavior

Material type: Text

TextPublication details: New Delhi : Elsevier/Butterworth-Heinemann, 2007.Description: xvi, 367 pages : illustrationsISBN:

9780750683500
9789380931791

Subject(s):

DDC classification:

658.8 HAS

Contents:

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.

Summary: 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 warmingSummary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode	Item holds
Lending Books	Main Library Stacks	Reference	658.8 HAS (Browse shelf(Opens below))	Available		016677
Lending Books	Main Library Stacks	Reference	658.8 HAS (Browse shelf(Opens below))	Available		016169

Total holds: 0

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.

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