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Social Marketing: From tunes to symphonies,9780415683739
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Social Marketing: From tunes to symphonies

by ;
Edition:
2nd
ISBN13:

9780415683739

ISBN10:
0415683734
Format:
Nonspecific Binding
Pub. Date:
12/19/2013
Publisher(s):
Routledge
List Price: $74.95

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What version or edition is this?
This is the 2nd edition with a publication date of 12/19/2013.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

Summary

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs. This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-production of value, and Community Based Prevention Marketing (CBPM). In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analyzed. The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.


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