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Social marketing : improving the quality of life
Autor: Kotler, Philip
Rok: c2002
ISBN: 9780761924340
OCLC Number: (OCoLC)48493858
OCLC Number: (ocolc)48493858
OKCZID: 110071333
Vydání: 2nd ed.
Citace (dle ČSN ISO 690):
KOTLER, Philip a LEE, Nancy, ed. Social marketing: improving the quality of life. 2nd ed. Thousand Oaks, Calif.: Sage, c2002. xvi, 438 s.
Hodnocení:
5.0 / 5
(6 hlasů)
Anotace
Social Marketing, Second Edition has been designed to help students organize efforts to improve the quality of life. This book goes beyond previously published work in social marketing and provides the reader more cutting-edge information.This book turns social marketing into a step-by-step process so that anyone can plan and execute an effective social marketing campaign. Actual cases and research efforts richly support each of the eight steps in the process. More than 25 in-depth cases, almost 100 examples of social marketing campaigns, and ten research highlights are included in the text to represent the scope of research methodologies. The appendix includes worksheets for each step to complete a marketing plan for students and practitioners.The methodologies in this text have been classroom tested and refined by students who prepared marketing campaigns using this eight step planning process.