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Social marketing theory can be understood as consisting of three main elements: marketing theory, social marketing intervention theory, and social marketing planning theory.
Social marketing theory encapsulates beliefs per-ceptions and observations about the nature of and what influences the purpose, practice, and evalu-ation of social marketing. Introduction. As is the case in many other forms of applied interdisciplinary elds of study, research, and. fi.
Principles and Practice of Social Marketing This fully updated edition combines the latest research with real life examples of social marketing campaigns the world over to help you learn how to apply the principles and
The author argues that social marketing has been defined improperly in much of the literature. A revised definition is proposed and the domain of social marketing defined.
Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.
In this theoretical chapter, some definitions and core concepts are considered, and social marketing approaches are analyzed. The main steps of a social marketing program are also explained. Finally, ethics and cultural differences are referred as key aspects in social marketing. Download chapter PDF.
This chapter explains social marketing and its key features and concepts; sets out the differences in people's understanding of social marketing; introduces the ‘customer triangle’ as a device for remembering its key features; introduces the national ‘benchmark criteria’ as a robust set of core features that cuts through different views ...
The description of the key principles, concepts, and techniques of social marketing set out in this chapter represents a way to conceptualize and recognize the different elements that constitute social marketing theory and practice.
‘Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good’ (iSMA, ESMA, & AASM, 2013).
Social Marketing: Advances in Research and Theory explores the use of social marketing through a variety of effective approaches. Chapters examine case studies and qualitative research to gain insight into the adoption of marketing practices to enable social change.