| Titre : | Social marketing : Behavior Change for Social Good |
| Auteurs : | Nancy LEE, Auteur ; Philip KOTLER, Auteur |
| Type de document : | Document électronique |
| Mention d'édition : | 7th ed. |
| Editeur : | London : Sage Publications, 2023 |
| ISBN/ISSN/EAN : | 978-1-07-185164-7 |
| Format : | XXI, 624 p. / ill. / pdf |
| Note générale : | https://bc.vitalsource.com/tenants/esc_montpellier_business_school/books/9781544351520 |
| Langues: | Anglais |
| Index. décimale : | 735.1 (Marketing thématique) |
| Catégories : |
Thésaurus du Management MARKETING SOCIAL |
| Résumé : | For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource. (source éditeur) |
Exemplaires numériques (1)
 Lien vers l'ebook URL |
