Social Marketing: Influencing Behaviors for Good 3ed
Philip Kotler and Nancy Lee
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PRESCRIBED TEXT FOR MKTG309 AT MACQUARIE SESSION 3, 2012
The Third edition of Social Marketing will be positioned as a core textbook for advanced undergraduate and graduate courses in social marketing, consumer behavior, health communication, social change, and public communication. The book examines how social marketing can be used as a strategy for changing behavior. It highlights successful social change campaigns that have been launched by governments, by a combination of governments and citizens, and by citizens themselves. Its theme is that knowledge, techniques, and technologies now exist to organize and implement effective social change programs in virtually every area of social concern, both locally and nationally.
Features and Benefits
.Provides a step-by-step guide to developing a marketing plan, with chapters presented sequentially to support planning development and the inclusion of worksheets in the appendix;
.Includes fundamental marketing principles and techniques in each chapter;
.Provides illustrating principles and techniques with the broadest range of social marketing examples of any current text; ones representing practitioners and agencies with missions to enhance public health, prevent injuries, protect the environment, and involve the community.
.Serves as an ongoing reference and resource for practitioners
.Presents an introductory case for each chapter, and a concluding case for a majority of chapters to demonstrate for students why and how social marketing works.
.Enhances understanding with chapter summaries of key points and questions for discussion.
New to the Third Edition
.Updated cases and examples.
.More international cases and examples.
.Updated and more in-depth theory and principles.