Marketing social good
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| Natura: | Artículo científico |
| Lingua: | en |
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ISCTE-Instituto Universitário de Lisboa
2017
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| _version_ | 1866814960845193216 |
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| author | Jeff French |
| author_facet | Jeff French |
| contents | Marketing social good Jeff French Administración y Contabilidad Strategy Strategy Behaviour Behaviour Social Policy ABSTCT: is paper sets out some of the key insights and principles about why eective social behavioural design needs to incorporate marketing principles. e paper explores how social marketers, politicians and other stakeholders can build strategies that are enhanced by marketing principles and methodology into all social policy. e key thesis of the paper is that social marketing can help inform social policy strategy, selection and implementation through a process of citizen centric policy development and delivery. Without this understanding social interventions risk continued sub optimal delivery and a growing tendency of rejection by citizens. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172002 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| format | Artículo científico |
| id | redalyc_388555172002 |
| language | en |
| publishDate | 2017 |
| publisher | ISCTE-Instituto Universitário de Lisboa |
| spellingShingle | Marketing social good Jeff French Administración y Contabilidad Strategy Strategy Behaviour Behaviour Social Policy Marketing social good Jeff French Administración y Contabilidad Strategy Strategy Behaviour Behaviour Social Policy ABSTCT: is paper sets out some of the key insights and principles about why eective social behavioural design needs to incorporate marketing principles. e paper explores how social marketers, politicians and other stakeholders can build strategies that are enhanced by marketing principles and methodology into all social policy. e key thesis of the paper is that social marketing can help inform social policy strategy, selection and implementation through a process of citizen centric policy development and delivery. Without this understanding social interventions risk continued sub optimal delivery and a growing tendency of rejection by citizens. 2017 artículo científico 1645-4464 https://www.redalyc.org/articulo.oa?id=388555172002 en http://www.redalyc.org/revista.oa?id=3885 Revista Portuguesa e Brasileira de Gestão application/pdf ISCTE-Instituto Universitário de Lisboa Revista Portuguesa e Brasileira de Gestão (Portugal) Num.3 Vol.16 |
| title | Marketing social good |
| topic | Administración y Contabilidad Strategy Strategy Behaviour Behaviour Social Policy |
| url | https://www.redalyc.org/articulo.oa?id=388555172002 |