Social Marketing: HOW TO CREATE, WIN, AND DOMINATE MARKETS
Description:
From the "pro" movements such as literary campaigns and voter registration drives to the "anti" programs to combat teenage pregnancy and AIDS, thousands of social agencies around the world promote causes. These sponsors find that to attain their goals, they need to exert a series of efforts to influence, change or control their target beneficiaries. This work sets out to provide a systematic marketing framework for understanding social campaigning, targeting "consumer" groups and applying the broad tools of the marketing mix. The authors attempt to show how organizations devoted to social change can effectively use their resources.
Best prices to buy, sell, or rent ISBN 9780743238441
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