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Social Marketing in the 21st Century Alan R. Andreasen
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Social Marketing in the 21st Century
Alan R. Andreasen
Offers applications for a contemporary approach to social and behavioural change through social marketing. This book encourages social marketers to think beyond the "downstream" market of individuals whose behaviour they are trying to influence to include the "upstream" market of individuals whose participation is needed to make changes.
280 pages, black & white illustrations
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 15 de febrero de 2006 |
| ISBN13 | 9781412916332 |
| Editores | SAGE Publications Inc |
| Páginas | 280 |
| Dimensiones | 152 × 228 × 19 mm · 510 g |
| Lengua | Inglés |
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