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Social Marketing: Changing Behaviors for Good

Course Codes : MKT307

Social Marketing: Changing Behaviors for Good

ISBN 9781452292144
Edition 5 Rev ed
Publisher Sage
Author(s)
Publication Date
Overview
Nancy R Lee and Philip Kotler (who coined the term 'social marketing' in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.
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