Social marketing in the 21st century
Auteur :
Andreasen, Alan R.
Éditeur :
SAGE Publications Inc
ISBN :
9781412916332
Date de publication :
15 févr. 2006
Dimensions :
22,8 x 15,2 cm
Poids :
510 g
Langue :
Anglais
Pays d'origine :
USA
Offers applications for a contemporary approach to social and behavioural change through social marketing. This book encourages social marketers to think beyond the "downstream" market of individuals whose behaviour they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.