Social marketing and social change strategies and tools for health, well-being, and the environment
"Focusing on the use of marketing principles and techniques to develop population-based health promotion and disease prevention programs, this book features a practical emphasis for incorporating a marketing orientation and marketing techniques to address the diverse range of issues and problem...
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
San Francisco, Calif. :
Jossey-Bass
c2013.
San Francisco, CA : 2013. |
| Edición: | 1st ed |
| Colección: | Gale eBooks
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009849094306719 |
Tabla de Contenidos:
- chapter 1. The history and domains of social marketing
- chapter 2. Principles of social marketing
- chapter 3. Determinants, context, and consequences for individual and social change
- chapter 4. Segmentation and competition
- chapter 5. Moving from descriptions of people to understanding, empathy, and insight
- chapter 6. The consumer experience as the marketer's touchpoint
- chapter 7. Strategic positioning and brands
- chapter 8. Embedding marketing in programs and organizations : developing strategy
- chapter 9. Using marketing mix components for program development
- chapter 10. Monitoring and evaluation
- chapter 11. Personal and community engagement in change
- chapter 12. Social technologies for social marketing and social change
- chapter 13. Social marketing for dissemination and program sustainability
- chapter 14. Management and innovation.
