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Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs.
This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-creation of value, Community Based Prevention Marketing (CBPM) and the vital role of critical thinking. In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analysed.
The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.
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Gerard Hastings is Professor at the Institute for Social Marketing at the University of Stirling and Open University in the UK and Professeur Associé at the École des Hautes Etudes en Santé Publique Rennes in France
Christine Domegan is Senior Lecturer in Marketing at the National University of Ireland, GalwayReview:
Social Marketing – From Tunes to Symphonies is an engaging and critical text that provides aspiring social marketers with a comprehensive analysis of the principles, practices and challenges associated with contemporary social marketing. It coaxes the reader to think outside the box and to openly question the myriad of assumptions associated with social behavioural change. The chapters are complement by excellent supporting material, suggested reading, reflective questions and assignments, and a comprehensive set of case studies which provides a one-stop shop for academics, practitioners and students alike.
Dr Mary Brennan, University of Edinburgh Business School, UK
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Book Description Routledge, 2013. Paperback. Condition: New. Never used!. Seller Inventory # P110415683734
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Book Description Routledge, 2013. Paperback. Condition: Brand New. 2nd revised edition. 416 pages. 9.61x6.81x0.94 inches. In Stock. Seller Inventory # 0415683734
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