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Applied social marketing and quality of life : case studies from an international perspective / M. Mercedes Galan-Ladero, Reynaldo G. Rivera (editor)
Cham, Switzerland : Springer, 2021
xv, 427 pages. : illustrations ; 24 cm.
Ký hiệu phân loại (DDC): 306.361
This book discusses how various social marketing campaigns have taken up and had an impact on important aspects of quality of life across the world. The chapters bring up case studies from different regions, showing how successful social marketing campaigns have been instrumental in addressing public health challenges, discrimination and exclusion, violence, and inequity; and in changing public perceptions in different countries and through public and nonprofit organizations, but also through businesses. Thus, this book approaches social marketing from a quality-of-life (QOL) marketing philosophy, taking an international perspective. It includes 26 case studies discussing how social marketing campaigns were developed and implemented in specific cases related to disease prevention and risk behavior, safe and healthy lifestyles, and inclusion and interpersonal relationships. It also covers social marketing campaigns related to COVID-19 in various countries. The book is both comprehensive and provides in-depth understanding of every case, and is useful for research, policy making, development communication and social marketing. Graduate students, researchers, practitioners, and social marketers alike will find this book interesting
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Consumer behavior / Leon G Schiffman; Joseph Wisenblit
New York, NY : Pearson, 2019
508 pages. : illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.8342
For undergraduate and graduate courses in consumer behavior. Strategic applications for understanding consumer behavior Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including the role of new media, tech
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