Detalles del Título
Detalles del Título

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Título Marketing social change: changing behavior to promote health, social development, and the environmentLibros / Impreso - Libros
Autor(es) Andreasen, Alan R., 1934 (Autor)
Publicación San Francisco, California : Jossey-Bass, ©1995
Descripción Física xx, 348 páginas : ilustraciones ; 24 cm.
Idioma Inglés;
ISBN 0787901377
Clasificación(es) 658.8
MERCADEO
Materia(s) Mercadeo social; Cambio social; Problemas sociales; Modificación de la conducta;
Nota(s) Incluye referencias bibliográficas (p. 321-337) e índice
CONTENIDO: Introduction: Social Marketing: A Powerful Approach to Social Change -- Preparing for Social Marketing. Putting the Customer First: The Essential Social Marketing Insight -- The Social Marketing Strategic Management Process -- Listening to Customers: Research for Social Marketing -- Understanding How Customer Behavior Changes -- Doing Social Marketing -- Targeting Your Customer Through Market Segmentation Strategies -- Bringing the Customer to the Door: Creating Active Contemplation of New Behaviors -- Making the New Behavior Attractive and Low Cost: Benefit and Cost Strategies -- Bringing Social Influence to Bear and Enhancing Self-Control -- Inducing Action and Ensuring Maintenance -- Creating Strategic Partnerships: Marketing to Other Publics -- Conclusion: Central Principles of the New Social Marketing Paradigm.
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Disponibilidad
CodBarras Localización Piso Signatura Estado Categoría
108071Biblioteca Universidad Icesi2658.8/A557mDisponibleCol. General