Social Marketing in the 21st Century

Social Marketing in the 21st Century Offers applications for a contemporary approach to social and behavioural change through social marketing. This book encourages social marketers to think beyond the downstream market of individuals whose behaviour they are trying to influence to include the upstream market of individuals whose participation is needed to make changes. Autor: Alan R. Andreasen Wydawnictwo: Sage Publications Rok wydania: 2006 Okładka: miękka Liczba stron: 280 Wymiary: 22.8 x 15.2 cm Język: angielski ISBN: 9781412916349