MOMENTAN AUSVERKAUFT
Über dieses Produkt
Product Identifiers
PublisherElsevier Science & Technology
ISBN-100750683503
ISBN-139780750683500
eBay Product ID (ePID)59080050
Product Key Features
Number of Pages386 Pages
Publication NameSocial Marketing : Why Should the Devil Have All the Best Tunes?
LanguageEnglish
SubjectMarketing / General
Publication Year2007
TypeTextbook
AuthorGerard Hastings
Subject AreaBusiness & Economics
FormatTrade Paperback
Dimensions
Item Height0.8 in
Item Weight29.7 Oz
Item Length9.6 in
Item Width7.5 in
Additional Product Features
Intended AudienceCollege Audience
Dewey Edition22
IllustratedYes
Dewey Decimal658.8
Table Of ContentChapter 1 IntroductionChapter 2 Theoretical foundationsChapter 3 The principles of social marketingChapter 4 Opening the toolboxChapter 5 Communication, branding and the limits of fear Chapter 6 Length and breadthChapter 7 Competition and critical marketingChapter 8 Research ? the art of navigationChapter 9 EthicsChapter 10 Social marketing cases studies
SynopsisThis book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions., This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions. * First European text in the ground-breaking field of social marketing * Authored by the founder and Director of the Institute of Social Marketing and Centre for Tobacco Control, whose high quality academic research in the field is disseminated to health professionals, government and academics in the UK, Europe and Australasia. * Tailored for accessibility with learning features throughout, the text also adopts an approach that stretches the discipline and takes it further.
LC Classification NumberHF5414
