Book Review: Social Marketing: Improving the Quality of Life
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As Alan Andreasen notes in the introduction to this book, social marketing has become an increasingly important aspect of marketing in recent years, a trend Andreasen predicts will continue. This textbook presents a systematic approach to social marketing that draws on marketing theory, and provides several examples to illustrate the application of theory to practice. However, the authors follow a very traditional approach to marketing decision-making. Readers looking for a more critical evaluation of social marketing and its applications, or an analysis of the empirical evidence underpinning social marketing theory, may find this book lacks depth.
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