Social Marketing Casebook brings together for the first time a dedicated collection of social marketing case studies and vignettes from around the world.
Each case study is explored from the scoping and research stage right through to evaluation, providing the reader with a complete overview of the most important building blocks in social marketing and how these can be applied to the real world, including:
- Insights from the key people involved in social marketing and the identification of the common themes associated with successful social marketing strategies.
- An international range of cases from the health, environmental and civic sectors, from national and governmental programmes to local, small-budget interventions;
- Comprehensive coverage of the whole process, from strategy, and implementation, through to the challenges and lessons learned; and
- Academic exercises, discussion questions and references to reinforce student learning.
This book demystifies social marketing for undergraduate and postgraduate marketing and health studies students, as well as practitioners in government, public institutions, NGOs and private organisations looking to develop more effective social change programmes.
Publisher: SAGE Publications Ltd
Number of pages: 280
Weight: 621 g
Dimensions: 242 x 170 x 23 mm
Alan R. Andreasen
Professor of Marketing, Georgetown University
Good marketing builds on what has been learned by others and this publication, with its case studies, offers a great way for social marketers to accelerate their learning by borrowing from the experiences of others
CEO, The Health Sponsorship Council, New Zealand
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