Social Marketing: A New Model for Changing Social Behavior

Author: Zhou Yanfeng
Publisher:
Publish Date: 2005-05-01
Features: Social marketing applies the principles, methods, and techniques of marketing to intentionally encourage target groups to voluntarily accept and change social behaviors, thereby enhancing the overall benefits of individuals, groups, or society. This book systematically introduces the theory and recent developments of social marketing, using numerous domestic and international case studies to describe the practical operations of social marketing. It provides a theoretical and operational guide for government agencies, businesses, and non-profit organizations to implement social public behavior optimization and transformation initiatives. The book is suitable for government personnel, corporate staff, and non-profit organization members, as well as serving as a textbook for universities and training programs.