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Social marketing

Social marketing

 Dahl, Stephan
 Pearson Education, 2013 ISBN: 9780273727224
 1st ed. New York : xviii, 350 p. ; 25 cm. English
Social marketingTiếp thịTiếp thị xã hộiQuản trị kinh doanh và du lịch
Mô tả biểu ghi
ID:69129
DDC 658.8
Nhan đề Social marketing / Lynne Eagle, Stephan Dahl, Susie Hill,...
Lần xuất bản 1st ed.
Thông tin xuất bản New York :Pearson Education,2013
Mô tả vật lý xviii, 350 p. ;25 cm.
Tóm tắt Social marketing is receiving unprecedented focus and support from government, the private sector and charities internationally. Social marketing attempts to educate people in the hope that they will make informed (i.e. healthy) choices regarding diet, lifestyle and health related issues. The effective application of social marketing principles can be complex and controversial. Social marketing planning cannot be reduced to a simple set of actions on a checklist; there is no single strategy for success and strategies that have proved successful with one population may not transfer to other populations. This text will explore the complexities involved in researching, planning and implementing effective social marketing programmes, using illustrative cases from both successful and unsuccessful real-world programmes.The authors provide a critical analysis of the origins of social marketing as a concept and of the claims made by its supporters and detractors in order to highlight what social marketing can and cannot achieve. This is followed by a review of strategic issues that must be considered in developing social marketing programmes, including persuasion resistance, message relevance and message framing. Key themes included in the text are the impact of cultural factors on health-related behaviours, ethical issues and attitudes as a key factor underlying health-related behaviours. The authors introduce concepts, theories and strategies that will aid the development, testing and implementation of social marketing interventions
Thuật ngữ chủ đề Social marketing
Từ khóa tự do Tiếp thị
Từ khóa tự do Tiếp thị xã hội
Môn học Quản trị kinh doanh và du lịch
Tác giả(bs) CN Dahl, Stephan
Tác giả(bs) CN Eagle, Lynne
Tác giả(bs) CN Hill, Susie
Địa chỉ 100TK_Tài liệu môn học-MH516014(2): 000140092, 000143806
Tệp tin điện tử http://lib.hanu.vn/kiposdata1/bookcover/tailieumonhoc/000140092thumbimage.jpg
MARC
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