商品簡介
Successful social marketing holds the power to change the world. Social Marketing: Influencing Behaviors for Good, 6th Edition is the definitive guide for designing and implementing memorable social marketing campaigns. Bestselling authors Nancy R. Lee and Philip Kotler present a proven 10-step strategic marketing plan and guides students through each stage of the process. The 6th Edition is packed with more than 25 new cases and dozens of new examples related to today's most pressing social problems including the opioid epidemic, climate change, and homelessness. The new edition also includes significantly expanded coverage of social media. Whether your students are on a mission to improve public health, protect the environment, or galvanize their community, they will find Social Marketing an invaluable resource.
