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Kotler Philip | Roberto Ned | Lee Nancy: Socijalni marketing

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Socijalni marketing

Kotler Philip | Roberto Ned | Lee Nancy

Summary

Philip Kotler, Ned Roberto, Nancy Lee: Social Marketing

How to improve the quality of life

Since its first application in the field of family planning in the early seventies of the last century, social marketing, both at the international and national level, is slowly entering various areas of social life. It now appears in programs dealing with business, public health, public opinion formation, and environmental management.

Since there is still a need for much more education and research, the main purpose of the book is to contribute to the accelerated development of this field. The authors show that social marketing is a very powerful set of concepts and tools that can help us solve social problems and unwanted forms of human behavior. The book summarizes all the necessary knowledge: key terms, multi-phase processes of social marketing program development and examples from practice. It is intended for marketing students, employees in public administration, experts in the field of social services.

#Kotler Philip | Roberto Ned | Lee Nancy

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