This book shows students and practitioners how to develop social marketing programs through a simple, six-step process of strategic planning and design. Nedra K

Social Marketing involves the application of marketing techniques (usually associated with promoting consumption) to social ends. This new addition will arm the

The first book devoted entirely to B2B social marketing B2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse.

This fully updated edition combines the latest research with real-life examples of social marketing campaigns the world over to help you learn how to apply the

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach