Social Marketing in Action
Social Marketing in Action
This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters:
* Upstream vs. downstream social marketing, SWOT, competition
* Fundamentals of social marketing, ethics
* Formative and Evaluative Research
* Theories applied in social marketing
* A historical perspective on social marketing
Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes:
* Background * Positioning
* SWOT * Research
* Objectives * The 4 P's
* Target audience * Evaluation
PRP: 679.86 Lei
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611.87Lei
611.87Lei
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This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world. Specifically, Part I clearly and concisely explains the principles of social marketing in five chapters:
* Upstream vs. downstream social marketing, SWOT, competition
* Fundamentals of social marketing, ethics
* Formative and Evaluative Research
* Theories applied in social marketing
* A historical perspective on social marketing
Part II features 24 social marketing case studies that demonstrate the application of social marketing principles. All 24 cases follow a consistent structure that includes:
* Background * Positioning
* SWOT * Research
* Objectives * The 4 P's
* Target audience * Evaluation
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