Title

Social marketing: Principles and practice

Document Type

Book

Publisher

IP Communications

Place of Publication

Melbourne, Australia

Faculty

Business and Public Management

School

Marketing, Tourism and Leisure

RAS ID

2605

Comments

Originally published as : Donovan, R., & Henley, N. (2003). Social marketing : Principles and practice. Melbourne, Australia: IP Communications.

ISBN: 9780957861756

Abstract

The authors introduce and elucidate the principles of social marketing and illustrate these principles with examples of practical application. This book is a blend of the authors' hands-on experience in researching, developing and implementing campaigns and their experience in teaching social marketing.

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