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| SOCIAL MARKETING
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Why should the Devil have all the best tunes?
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By
Gerard Hastings, Professor of Social Marketing Director of the Institute for Social Marketing and Centre for Tobacco Control
Description
This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further
social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate
capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption,
to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of
Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to
encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what
does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises
and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions.
Audience
Upper level UG and PG marketing and business students, particularly those taking social marketing, ethical marketing and corporate social
responsibility modules. Also health, safety, social policy students and professionals.
Contents
Chapter 1 Introduction
Chapter 2 Theoretical foundations
Chapter 3 The principles of social marketing
Chapter 4 Opening the toolbox
Chapter
5 Communication, branding and the limits of fear
Chapter 6 Length and breadth
Chapter 7 Competition and critical marketing
Chapter 8
Research – the art of navigation
Chapter 9 Ethics
Chapter 10 Social marketing cases studies
| Bibliographic details |
Paperback, 392 pages, publication date: MAY-2007
ISBN-13: 978-0-7506-8350-0
ISBN-10: 0-7506-8350-3
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 38.95
USD 46.95
GBP 26.99
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076/735
Last update: 5 Sep 2009
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