For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social marketing discipline. It presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by:
– examining the defining elements of social marketing, their intellectual origins, evolution, current status and direction of travel;
– discussing ho...
Mục lục
Foreword – Philip Kotler and Nancy R. Lee
Introduction: A Movement in Social Marketing – Gerard Hastings
PART ONE: THEORETICAL DEBATES
Theoretical Models of Behaviour Change...
Giới thiệu về tác giả
Kathryn joined the Institute for Social Marketing (formerly the Centre for Social Marketing at the University of Strathclyde) in 2001. She has extens...