Social Marketing - A New Model for Changing Social Behavior

Author: Zhou Yanfeng et al
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 improving the overall interests of individuals, groups, or society. This book systematically introduces the theory and recent advances in social marketing, using numerous domestic and international case studies to describe the practical operations of social marketing. It provides both theoretical and operational guidance for government agencies, businesses, and non-profit organizations to implement social public behavior optimization and transformation initiatives. This book is suitable for professionals in government, businesses, and non-profit organizations, as well as serving as a textbook for universities and training programs.