University of Stirling and the Open University
University of Stirling, UK
|Kathryn Angus||University of Stirling|
|Carol Bryant||University of South Florida|
|© 2012||468 pages||SAGE Publications Ltd|
|For more information, please contact Customer Service at 1-800-818-7243|
For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments by:
For academics, this book will fill the gap in comprehensive social marketing literature, while being of interest to policymakers and graduate marketing and health studies students alike as it explores the idea that tools used to market fast-moving consumer goods and financial services can also be applied to pressing social problems, such as HIV/AIDS and global warming.