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Social Marketing: From Tunes to Symphonies (2nd Edition)

Hastings, Gerard and Domegan, Christine (2013). Social Marketing: From Tunes to Symphonies (2nd Edition). Abingdon: Routledge.

URL: http://www.routledge.com/books/details/97804156837...
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Abstract

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. Beyond this simple definition, social marketing offers an alternative to the standard Western economic model of consumption at all costs.

This popular introductory textbook has been updated to provide greater depth on marketing theory, more on branding, co-creation of value, Community Based Prevention Marketing (CBPM) and the vital role of critical thinking. In addition, the communications chapter is extended and radically updated to include much more on digital media. The rise of corporate social responsibility is also critically analysed.

The subject of social marketing is brought to life with the integration of case studies from across the world to provide a textbook which is required reading for students at advanced undergraduate and postgraduate levels.

Item Type: Book
Copyright Holders: 2013 The Authors
ISBN: 0-415-68372-6, 978-0-415-68372-2
Academic Unit/School: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 38591
Depositing User: Jackie Fry
Date Deposited: 01 Oct 2013 10:30
Last Modified: 07 Dec 2018 10:19
URI: http://oro.open.ac.uk/id/eprint/38591
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