Social Marketing

Why should the devil get all the best tunes?
1. Auflage 2007
ISBN: 978-0-7506-8350-0
Verlag: Elsevier Science & Technology

Buch, Englisch, 386 Seiten, Format (B × H): 246 mm x 189 mm, Gewicht: 1080 g

This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions.

Zielgruppe

Upper level UG and PG marketing and business students, particularly those taking social marketing, ethical marketing and corporate social responsibility modules. Also health, safety, social policy students and professionals.

Autoren/Hrsg.

Hastings, Gerard

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Außenhandel
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Chapter 1 IntroductionChapter 2 Theoretical foundationsChapter 3 The principles of social marketingChapter 4 Opening the toolboxChapter 5 Communication, branding and the limits of fear Chapter 6 Length and breadthChapter 7 Competition and critical marketingChapter 8 Research ? the art of navigationChapter 9 EthicsChapter 10 Social marketing cases studies