The definitive textbook for the planning and implementation of programmes designed to bring about social change, no other text is as comprehensive and foundational when it comes to taking key marketing principles and applying them to campaigns and efforts to influence social action.
Nancy R Lee and Philip Kotler (who coined the term 'social marketing' in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being.
The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
Medium erhältlich in:
1 Bibliothek der BSP Berlin,
Berlin
1 Bibliothek der BSP Berlin,
Berlin
Personen: Kotler, Philip Lee, Nancy R.
Standort: BSP
Lee, Nancy R. [Verfasser]:
Social Marketing : changing behaviors for good / Nancy R. Lee ; Philip Kotler. - 5. Auflage. - Los Angeles : SAGE, 2016. - XV, 567 Seiten : Illustrationen
ISBN 978-1-4522-9214-4 kartoniert : EUR 93,50
Allgemeine Betriebswirtschaftslehre - Signatur: QP 650 L479-01 (5) - Buch