Social Marketing in the 21st Century

ISBN-13: 9781412916349 / Angielski / Miękka / 2005 / 280 str.

Alan R. Andreasen

Opis

Social Marketing in the 21st Century is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach to social and behavioral change through social marketing. Social Marketing in the 21st Century could be used with a number of courses and disciplines. The level of detail, use of various sources and the variety of examples make it appropriate for graduate level studies. It can also serve the social marketing or behavior change practitioner who wishes to enhance or expand his or her field of practice to include upstream approaches.