Success in Social Marketing: 100 Case Studies From Around the Globe

ISBN-13: 9781032223247 / Angielski / Miękka / 2022 / 376 str.

Northwestern Universit Philip (Kellogg School of Management

Opis

Success in Social Marketing provides an accessible and comprehensive guide to the field, introducing stories from around the world related to multiple sectors including public health, injury prevention, environmental protection, community engagement, financial well-being, and education.

Recenzje

"Kotler and Lee have over many years developed the concept of social marketing as a practical set of principles that can be applied to inform and augment programmes that seek to influence positive social behaviour. This book is an  invaluable guide to both those familiar with social marketing and those new to the field . The book provides an invaluable overview of real examples of the contribution that social marketing  principles can make across a broad range of social challenges.  The book includes case studies form a spectrum of public interest topics such as  public health, education, safety, financial wellbeing and environmental issues.  The book helpfully uses a consistent strategic presentation framework based on social marketing principles to tell the story of the cases set out in the book. This Consistent and helpful framework helps to emphasise the power of social marketing to help shape, develop, deliver and evaluate social interest programmes. This book is a fantastic addition to the social marketing literature and is an invaluable guide how it can enhance both the effectiveness and efficiency of such programmes. This is a book that every scholar and practitioner should have in their library." - Professor Jeff French, President of the International Social Marketing Association.