Social Marketing and Social Change: Strategies and Tools for Health, Well-Being, and the Environment

摘要

Social Marketing and Social Change: Strategies and Tools for Health, Well-Being, and the Environment is a text by one of the most experienced and respected national and international leaders in social marketing, Craig Lefebvre. He depicts social marketing as a discipline and demonstrates its depth through the discussion of its principles, and relevant theories, research, case studies and his personal experiences. Lefebvre provides detailed guidance on planning and implementing social marketing programs. The book goes beyond the theoretical steps of social marketing to address the larger questions of how social marketing can help solve the most urgent and complex social and public health issues of today.