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Social Marketing and Behaviour Change

Models, Theory and Applications

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most valid

However, changes sought by the application of social marketing are quite
specific. The primary aim is to achieve a particular 'social good' (rather than
commercial benefit), with clearly defined behavioural goals. While social
marketing is not a new concept, it has been (and continues to be in some cases)
misunderstood in many circles. The term is used interchangeably in the literature
depending on the paradigm of the authors. Two of the most common of these
interchangeably used ...