Theory in Social Marketing
Publikation: Bidrag til bog/antologi/rapport › Bidrag til bog/antologi › Forskning › fagfællebedømt
The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address: (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might benefit from a social epistemological approach.
Originalsprog | Engelsk |
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Titel | Marketing Theory : A Student Text |
Redaktører | Michael J. Baker, Mike Saren |
Antal sider | 14 |
Udgivelsessted | London |
Forlag | SAGE Publications |
Publikationsdato | 2010 |
Sider | 330-344 |
ISBN (Trykt) | 9781849204651 |
Status | Udgivet - 2010 |
- Det Humanistiske Fakultet - Social marketing teori
Forskningsområder
ID: 14440750