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Case Studies on Social Marketing : A Global Perspective. ソーシャル・マーケティングの事例研究
・ISBN 978-3-030-04842-6 hard EUR 69.99
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| 著者・編者 | Galan Ladero, M. Mercedes / Alves, H. M. (eds.), |
|---|---|
| シリーズ | Management for Professionals |
| 出版社 | (Springer, GW) |
| 出版年月 | 2019 |
| ページ数 | 405 pp. |
| 言語 | ENG |
| ニュース番号 | ＜649-942 649-P2088＞ |
解説
Social marketing has become an indispensable tool for all types of organizations worldwide. This book presents high-quality cases on the development, implementation, and analysis of different social marketing campaigns that have been created by non-governmental organizations, public administrations, and even businesses. The respective cases reflect the fact that, although social marketing was initially employed by public administrations and NGOs, the number of campaigns developed by all type of organizations, including businesses, is on the rise; in fact, Corporate Social Marketing is now considered to be one of the main CSR initiatives at businesses around the globe.
Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.
Pursuing an international approach, the cases in the book explore social marketing practices from a diverse set of countries and cultures around the world.