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Nancy R Lee and Philip Kotler (who coined the term 'social marketing' in 1971 with Gerald Zaltman) demonstrate how traditional marketing principles are successfully applied to campaigns to improve health, decrease injuries, protect the environment, build communities and enhance financial well-being. The Fifth Edition contains over 25 new cases highlighting the 10-step planning model, and a new chapter describing major theories, models and frameworks that inform social marketing strategies and inspire social marketers.

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Thông tin chi tiết
Tác giả Nancy R Lee,Philip A Kotler
Nhà xuất bản SAGE Publications Inc
Năm phát hành 03-2015
ISBN 9781452292144
Trọng lượng (gr) 839
Kích thước 2.0 x 22.0 x 18.0
Số trang 584
Giá bìa 1,517,000 đ