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Social marketing : behavior change for social good / Nancy R. Lee, Philip Kotler
Thousand Oaks : SAGE Publications, 2019
xxiii, 486 pages (various pagings) : illustrations ; 23 cm.
Ký hiệu phân loại (DDC): 658.8
Successful social marketing holds the power to change the world. For almost two decades, Social Marketing: Behavior Change for Social Good has been the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10 Step Strategic Social Marketing Planning Model and guides students and practitioners through each stage of the process. The new Sixth Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, youth suicide, and more. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource
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Social Marketing in Action : Cases from Around the World / Debra Z. Basil, Gonzalo Diaz-Meneses, Michael D.Basil editors
Switzerland : Springer, 2019
474 p. ; cm.
Ký hiệu phân loại (DDC): 658.8342
This textbook provides students with real-world social marketing case studies from different countries and regions around the world, taking learners from classroom theory to practice. The primary objective is to clearly portray to students distinct, identifiable steps that are essential for successful social marketing campaigns. Core social marketing practices are applied to each case to help students master social marketing principles and apply them to their own real world social marketing activities in order to affect positive social change. This textbook first provides the tools necessary to understand the effective applica- tion of social marketing, and then offers 24 case studies exemplifying effective social marketing efforts from all around the world
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Social Media Marketing : The Next Generation of Business Engagement / Dave Evans, Susan Bratton, Jake McKee
Indianapolis, Ind : Sybex, 2010
408 pages. ; 27 cm.
Ký hiệu phân loại (DDC): 658.802
Details how to develop, implement, monitor and measure successful social media activities, and how to successfully act on feedback from the social web Discusses conversation-monitoring tools and platforms to accelerate the business innovation cycle along with the metrics required to prove the success of social technology adoption Connects the social dots more deeply across the entire organization, moving beyond marketing and into product development, customer service and customer-driven innovation, and the benefits of encouraging employee collaboration. Social media has become a central component of marketing: Collaborative, social technology is now moving across the organization, into business functions ranging from HR and legal to product management and the supply chain
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