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[ 洋図書 ] Principles and practice of social marketing : an international perspective /

Rob Donovan and Nadine Henley. -- Cambridge University Press, -- 2010. --

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ISBN 0521194504 (hardback)
ISBN13桁 9780521194501 (hardback)
テキストの言語 英語                  
分類：NDC10版 675
個人著者標目 Donovan, Rob,
生没年等 1944-
本タイトル Principles and practice of social marketing :
タイトル関連情報 an international perspective /
著者名 Rob Donovan and Nadine Henley.
出版地・頒布地 Cambridge ;
出版者・頒布者名 Cambridge University Press,
出版年・頒布年 2010.
数量 xix, 504 p. :
他の形態的事項 ill. ;
大きさ 26 cm.
書誌注記 Includes bibliographical references (p. 429-484) and index.
内容注記 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.
要約、抄録、注釈等 "This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing"--
著者標目 Henley, Nadine.
一般件名 Social marketing.
Business and economics.
資料情報1 『Principles and practice of social marketing : an international perspective /』　Rob Donovan and Nadine Henley.　Cambridge University Press,　2010. （所蔵館：中央　 請求記号：F/675.0/D68/P　 資料コード：5020134646）
URL https://catalog.library.metro.tokyo.lg.jp/winj/opac/switch-detail.do?lang=ja&bibid=1348295020

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