Macro-Social Marketing Insights: Systems Thinking for Wicked Problems

ISBN-13: 9781138322080 / Angielski / Twarda / 2019 / 264 str.

Ann-Marie Kennedy

Opis

This book provides a holistic and systemic approach to both studying and solving wicked problems. Within the chapters of this book, macro-social marketing approaches to analysing and defining wicked problems, to identifying stakeholders and potential ripple effects, and implementing macro-level change are presented.

O autorze

Ann-Marie Kennedy is a senior lecturer in marketing at the University of Canterbury. She specialises in macro-social marketing and sustainability.