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▼z 9780521194501
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▼z 9780521167376
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▼z 052116737X
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▼a 9780511909559 (electronic bk.)
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▼a 0511909551 (electronic bk.)
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▼a (OCoLC)692196992
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▼a 335205
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▼a 658.8
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▼a Donovan, Rob,
▼d 1944- -
245
▼a Principles and practice of social marketing
▼h [electronic resource]:
▼b an international perspective /:
▼c Rob Donovan and Nadine Henley. -
250
▼a Fully updated ed., New international ed.
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260
▼a Cambridge ;
▼a New York:
▼b Cambridge University Press,
▼c 2010. -
300
▼a 1 online resource (xix, 504 p.):
▼b ill. -
504
▼a Includes bibliographical references and index.
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505
▼a Social marketing and social change -- Principles of marketing -- Social marketing and the environment -- Advocacy and environmental change -- Principles of communication and persuasion -- Models of attitude and behaviour change -- Research and evaluation -- Ethical issues in social marketing -- The competition -- Segmentation and targeting -- The marketing mix -- Using media in social marketing -- Using sponsorship to achieve changes in people, places and policies -- Planning and developing social marketing campaigns and programmes -- Case study: the Act-Belong-Commit Campaign promoting positive mental health.
-
520
▼a "This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"--
▼c Provided by publisher. -
588
▼a Description based on print version record.
-
650
▼a Social marketing.
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650
▼a BUSINESS & ECONOMICS / Sales & Selling.
▼2 bisacsh -
655
▼a Electronic books.
-
700
▼a Henley, Nadine.
-
776
▼i Print version:
▼a Donovan, Rob, 1944-
▼t Principles and practice of social marketing.
▼b Fully updated ed., New international ed.
▼d Cambridge ; New York : Cambridge University Press, 2010,
▼z 9780521194501
▼w (DLC) 2010039401
▼w (OCoLC)645673986 -
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▼3 EBSCOhost
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▼a cpp1723AUTO.
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990
▼a 강리원
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991
▼a eBook
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994
▼a 02
▼b N$T
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상세정보
Principles and practice of social marketing : an international perspective / [electronic resource] / Fully updated ed., New international ed
QR코드| 자료유형 : | eBook |
|---|---|
| ISBN : | |
| ISBN : | |
| ISBN : | |
| ISBN : | |
| ISBN : | 9780511909559 (electronic bk.) |
| ISBN : | 0511909551 (electronic bk.) |
| 개인저자 : | Donovan, Rob, 1944- |
| 서명/저자사항 : | Principles and practice of social marketing [electronic resource]: an international perspective /: Rob Donovan and Nadine Henley. |
| 판사항 : | Fully updated ed., New international ed. |
| 발행사항 : | Cambridge ; New York: Cambridge University Press, 2010. |
| 형태사항 : | 1 online resource (xix, 504 p.): ill. |
| 서지주기 : | Includes bibliographical references and index. |
| 내용주기 : | Social marketing and social change -- Principles of marketing -- Social marketing and the environment -- Advocacy and environmental change -- Principles of communication and persuasion -- Models of attitude and behaviour change -- Research and evaluation -- Ethical issues in social marketing -- The competition -- Segmentation and targeting -- The marketing mix -- Using media in social marketing -- Using sponsorship to achieve changes in people, places and policies -- Planning and developing social marketing campaigns and programmes -- Case study: the Act-Belong-Commit Campaign promoting positive mental health. |
| 요약 : | "This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"-- Provided by publisher. |
| 일반주제명 : | Social marketing. -- |
| 일반주제명 : | BUSINESS & ECONOMICS / Sales & Selling. -- |
| 개인저자 : | Henley, Nadine. |
| 기타형태 저록 : | Print version: Donovan, Rob, 1944- Principles and practice of social marketing. Fully updated ed., New international ed. Cambridge ; New York : Cambridge University Press, 2010, 9780521194501 |
| 언어 | 영어 |
| URL : |
|---|
예약
- 1. 예약현황은 홈페이지 로그인 후 예약 페이지에 확인 가능합니다.
- 2. 도착 통보된 예약자료 대출을 원하지 않는 경우에는 예약 현황에서 취소할 수 있습니다.
- 3. 기타 문의사항은 도서관에 문의 바랍니다.
무인예약대출
- 1. 무인예약대출 현황은 홈페이지 로그인 후 무인예약대출 페이지에 확인 가능합니다.
- 2. 무인예약대출자료 대출을 원하지 않는 경우에는 무인예약대출 페이지에서 신청 또는 접수상태인 경우만 취소할 수 있습니다.
- 3. 희망대출일은 신청일로부터 최대 1주일 까지 가능합니다.
- 4. 희망대출일을 선택하지 않은 경우 대출대기 통보 후 1주일까지 기기에서 대출가능합니다.
- 5. 기타 문의사항은 도서관에 문의 바랍니다.
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