SAGE Handbook of Social Marketing (BOK)

Gerard Hastings

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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. The handbook 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 how these have been used in practice, emphasising emerging areas and recent innovations; and - setting the agenda for future research and development in the discipline. For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and post-graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems, such as HIV/AIDS and global warming.


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2011 Forfatter Gerard Hastings
Sage Publications Ltd
ISBN 9781849201889
Antall sider 468 Dimensjoner 18,4cm x 24,6cm x 3cm
Vekt 998 gram Leverandør Bertram Trading Ltd
Andre medvirkende Carol A. Bryant, Gerard Hastings, Kathryn Angus