Guiding the reader through designing and implementing memorable social marketing campaigns, this text presents a proven 10-step strategic marketing plan.

Successful social marketing holds the power to change the world.

For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.

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Personen: Kotler, Philip Lee, Nancy R.

Standort: BSP

Schlagwörter: Verhalten Verbraucherverhalten Strategie Intervention Wandel Soziomarketing