Social Marketing by Gerard Hastings
This book explains the principles of social marketing and examines the implications of using techniques devised on Wall Street to further social and health goals. Naomi Kein, Joel Bakan and George Monbiot have each done a great job of telling us what is wrong with corporate capitalism. This book begins to provide some solutions. It shows how we can a) borrow the techniques they use to promote consumption, to encourage more socially desirable behaviours, and b) use rigorous research to enable regulators to constrain the worst excesses of Wall Street. Modern marketing techniques now pervade every aspect of our lives: the government, charities, advocacy groups use it to encourage us to live more healthily, support good causes or be more ecologically sensitive. This book asks whether this works and what does it tell us about the relationship between business and civil society? Highly accessible with clear learning objectives, exercises and worked examples, this is also a text that stretches our understanding of the discipline and raises questions about future directions.Gerard Hastings is Professor of Social Marketing at Stirling and The Open University. He worked in market research before beginning his academic career, which has focused on researching the impact of marketing on society -- especially the harm done by the alcohol, tobacoo and fast food industries. This has involved him in advising Government, working with policy makers both nationally and internationally and acting as an expert witness in litigation -- as well as publishing widely in both academic and popular outlets. His work also looks at the value of social marketing, and his first book was called Social Marketing: Why Should the Devil Have All the Best Tunes? He was awarded the OBE for services to health care in 2009.
| SKU | Unavailable |
| ISBN 13 | 9780750683500 |
| ISBN 10 | 0750683503 |
| Title | Social Marketing |
| Author | Gerard Hastings |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Elsevier Science & Technology |
| Year published | 2007-05-21 |
| Number of pages | 392 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |