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Anotace knihy

The use of Social Marketing based interventions to influence behaviours for the betterment of the individual and the wider society they are a part of is becoming popular in many countries, Ireland included. However, relatively little is known regarding the practices employed by Irish Social Marketers in the design and implementation of their interventions. This book examines the practices and processes involved in the design and implementation of genuine Social Marketing based interventions in Ireland and tries to determine whether or not they are consistent with international best practice. In- depth interviews were carried out with people involved in the design and implementation of Social Marketing based interventions across four organisations and an expert in Social Marketing based interventions. The findings should shed some light on this dynamic area of Marketing, and should be especially useful to professionals involved in developing Social Marketing based interventions, or anyone else who may wish to utilise marketing principles to influence behaviours.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Social Marketing
• Podnázev: An Exploration of Social Marketing Practice in Ireland
• Autor: Ronan Lynskey
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 164
• EAN: 9783639366914
• ISBN: 3639366913
• ID: 06843499
• Nakladatelství: VDM Verlag
• Hmotnost: 249 g
• Rozměry: 229 × 152 × 10 mm
• Datum vydání: 07. July 2011

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