Social marketing and behaviour change models, theory and applications
'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behaviour change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the sele...
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| Format: | eBook |
| Language: | English |
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Cheltenham
Edward Elgar Pub. Ltd
2014
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | 'This is essential reading for social marketing practitioners, researchers and students. The book describes a comprehensive range of behaviour change theories of relevance to social marketing and is complemented with illustrative case studies to provide practical guidance on the use of the selected theories. I was amazed by its breadth and scope. Highly recommended reading.'--Michael Rothschild, University of Wisconsin, US. With a concise, yet comprehensive overview of the topic, Social Marketing and Behaviour Change features a review and analysis of the most validated models of behaviour change, using case studies to illustrate these models in practice. Divided into nine sections, the authors and contributors of this unique book discuss in detail the functions of various models including: cognitive, conative, affective, social-cultural and multi-theory - along with consumer behaviour decision and social change models. This visual and comprehensible multi-disciplinary book is accessible to professionals in a wide range of fields. In particular researchers and students in the field of social marketing will find the book an invaluable resource pt. I. Theories and their uses in social marketing -- pt. II. Rational - economic models (cognitive models) -- pt. III. Behavioural models (conative models) -- pt. IV. Emotional models (affective models) -- pt. V. Socio-cultural - ecological models -- pt. VI. Multi-theory models -- pt. VII. 'Buying' or 'consumer' behaviour decision models -- pt. VIII. Social change models in social marketing -- pt. IX. Social marketing and behaviour change : where to from here? |
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| Physical Description: | 448 p |
| ISBN: | 9781782548157 9781782548140 |