Social marketing : from tunes to symphonies

• Main Authors: Hastings, Gerard (Author), Domegan, Christine (Author)
• Format: Book
• Language: English
• Published: Abingdon, Oxon : Routledge, 2014
• Edition: 2nd ed.
• Subjects: sociální marketing; social marketing; příručky; případové studie; handbooks, manuals, etc; case studies
• ISBN: 9780415683739; 978-0-415-68372-2; 978-0-203-38092-5
• Physical Description: xxiv, 526 s. : il. ; 26 cm

Table of Contents:

• If it works for Coca Cola
• Social marketing principles
• The shoulders of giants
• Making it happen - the toolbox
• Research and the art of storytelling
• Only connect
• Competitive analysis
• Critical marketing
• Ethical issues
• The big picture : systems social marketing