Historique
Livre
Social marketing. Rebels with a cause
Auteur(s) :
HASTINGS, G. ;
DOMEGAN, C.
Année
2018
Page(s) :
602 p.
Langue(s) :
Anglais
Éditeur(s) :
Abingdon : Routledge
, 3rd edition
ISBN :
978-1-138-12383-0
Domaine :
Tabac / Tobacco / e-cigarette
Discipline :
SAN (Santé publique / Public health)
Thésaurus mots-clés
MARKETING
;
MARKETING SOCIAL
;
METHODE
;
ETUDE DE CAS
Thésaurus géographique
INTERNATIONAL
Note de contenu :
TABLE OF CONTENTS:
Chapter 1 - Harnessing the power of marketing.
Chapter 2 - Social marketing principles.
Chapter 3 - The shoulders of giants.
Chapter 4 - Making it happen - the toolbox.
Chapter 5 - Research and the teller of tales.
Chapter 6 - Compelling content.
Chapter 7 - Competitive analysis.
Chapter 8 - Critical marketing.
Chapter 9 - Spiritual dimensions.
Chapter 10 - Ethical issues.
Chapter 11 - Systems social marketing.
Chapter 1 - Harnessing the power of marketing.
Chapter 2 - Social marketing principles.
Chapter 3 - The shoulders of giants.
Chapter 4 - Making it happen - the toolbox.
Chapter 5 - Research and the teller of tales.
Chapter 6 - Compelling content.
Chapter 7 - Competitive analysis.
Chapter 8 - Critical marketing.
Chapter 9 - Spiritual dimensions.
Chapter 10 - Ethical issues.
Chapter 11 - Systems social marketing.
Résumé :
Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the socially conscious marketing student with:
- case studies from across the globe,
- accessible exercises,
- engaging stories, and
- online support with an expanded and enhanced companion website
which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act.
This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building).
This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.
- case studies from across the globe,
- accessible exercises,
- engaging stories, and
- online support with an expanded and enhanced companion website
which will all enable you to think critically about the individual and systemic drivers of both harm and progress, and provide you with the tools to act.
This popular introductory textbook has been thoroughly updated to enable students to challenge the bad, champion the good and become rebels with a cause. Now including more on systems thinking, evaluation and apps, Hastings and Domegan also introduce the influential new 3Cs model (Containment, Counter-Marketing, Critical Capacity Building).
This book is essential reading for all social marketing, marketing ethics, and marketing and society courses.
Affiliation :
Gerard Hastings is Professor of Social Marketing at Stirling University, UK, the Open University, UK, and L'École des Hautes Études en Santé Publique, Rennes, France
Christine Domegan is Head of Marketing at NUI Galway, Ireland, and European Editor of the Journal of Social Marketing
Christine Domegan is Head of Marketing at NUI Galway, Ireland, and European Editor of the Journal of Social Marketing
Contenu :
Cote :
USUEL 275