Principles and practice of social marketing [electronic resource] : an international perspective / Rob Donovan and Nadine Henley.

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Bibliographic Details
Edition:	Fully updated ed., New international ed.
Published:	Cambridge ; New York : Cambridge University Press, 2010.
Online Access:	Connect to electronic resource
Main Author:	Donovan, Rob, 1944-
Other Authors:	Henley, Nadine
Subjects:	Social marketing.
Courses:	MKTG 315
Format:	Electronic eBook

Principles and practice of social marketing an international perspective /

Table of Contents:

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.