Social marketing - A. Smith

This book examines the nature of social marketing and how the adoption of marketing concepts, frameworks and techniques developed from commercial marketers can be applied to the solution of social problems. The examples and case studies used throughout this book are derived from the research carried out by The Institute for Social Marketing, a collaboration between the Open University and the University of Stirling and which are presented in a recent textbook 'Social Marketing: Why Should the Devil have all the Best Tunes? by Gerard Hastings (2007). It is recommended that this book is purchased alongside 'Social Marketing: Why Should the Devil have all the Best Tunes? by Gerard Hastings (2007).