000			02988nam a22003498a 4500
005			20250918143745.0
008			110802s2010 enka b 001 0 eng
020			_a9780521194501 (hbk.) _cRM359.10
020			_a9780521167376 (paperback)
039		9	_a201207160921 _brosli _y08-02-2011 _zfarid
040			_aDLC _cDLC _dDLC _dUKM
090			_aHF5414.D636 2010
090			_aHF5414 _b.D636 2010
100	1		_aDonovan, Rob, _d1944-
245	1	0	_aPrinciples and practice of social marketing : _ban international perspective / _cRob Donovan, Nadine Henley.
250			_a2nd ed.
260			_aCambridge : _bCambridge University Press, _c2010.
300			_axix, 504 p. : _bill. ; _c25 cm
504			_aIncludes bibliographical references and index.
505	8		_aMachine generated contents note: List of figures; List of tables; Preface; Acknowledgements; 1. Social marketing and social change; 2. Principles of marketing; 3. Social marketing and the environment; 4. Advocacy and environmental change; 5. Principles of communication and persuasion; 6. Models of attitude and behaviour change; 7. Research and evaluation; 8. Ethical issues in social marketing; 9. The competition; 10. Segmentation and targeting; 11. The marketing mix; 12. Using media in social marketing; 13. Using sponsorship to achieve changes in people, places and policies; 14. Planning and developing social marketing campaigns and programmes; 15. Case study: the Act-Belong-Commit Campaign promoting positive mental health; Index.
520			_a'This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the principles and methods of marketing to a broad range of social issues. The international case studies and applications show how social marketing campaigns are being used across the world to influence changes in behaviour, and reveal how those campaigns may differ according to their cultural context and subject matter. Every chapter is fully illustrated with real-life examples, including campaigns that deal with racism, the environment and mental health. The book also shows how social marketing influences governments, corporations and NGOs, as well as individual behaviour. The author team combine research and teaching knowledge with hands-on experience of developing and implementing public health, social welfare and injury prevention campaigns to give you the theory and practice of social marketing'-- _cProvided by publisher.
650		0	_aSocial marketing.
650		7	_aBUSINESS & ECONOMICS / Sales & Selling _2bisacsh.
700	1		_aHenley, Nadine.
856	4	2	_3Cover image _uhttp://assets.cambridge.org/97805211/94501/cover/9780521194501.jpg
907			_a.b15116189 _b2021-05-28 _c2019-11-12
942			_c01 _n0 _kHF5414.D636 2010
914			_avtls003474404
991			_aFakulti Ekonomi & Pengurusan
998			_at _b2011-02-08 _cm _da _feng _genk _y0 _z.b15116189
999			_c495967 _d495967