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Contemporary Issues in Social Marketing (Hardcover, Unabridged edition)
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Contemporary Issues in Social Marketing (Hardcover, Unabridged edition)
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Having celebrated its 40th anniversary in 2011, social marketing is
increasingly accepted today as an effective behavioural change tool
that can be used to change social behaviours, such as encouraging
people to recycle more, make healthier eating choices, increase the
amount of sunscreen used, and to use condoms to prevent disease
transmission, amongst many other desired social behaviours. The
growing popularity of using social marketing to change behaviour is
reflected in increasing research interest and a growth in people
practising in the social marketing field. As social marketing
matures into an academic discipline in its own right, we are
beginning to see diversity in the way it is understood and
implemented by governments, commercial organisations and third
sector organisations in different parts of the world. Contemporary
Issues in Social Marketing is an outcome of the discussions held
between social marketing academics and practitioners at the 2012
International Social Marketing Conference (ISM 2012), which was
held in June 2012 in Brisbane, Australia. ISM 2012 drew together
180 social marketing researchers and practitioners in the corporate
and not for profit sector, along with representatives of all levels
of government to delve into the challenges currently faced in
social marketing. Contemporary Issues in Social Marketing is a
scholarly resource bringing together current knowledge and
contemporary debate in the field, in addition to exploring areas
that are currently underdeveloped in the literature. This book
covers arguments relating to numerous hot topics and controversial
issues, such as ethics in social marketing; climate change; energy
consumption; smoking; healthy eating habits; blood donation; social
marketing theory; and the evaluation of social marketing
interventions.
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