Corpus ID: 39115564

Social Marketing: Improving the Quality of Life (2nd Edition)

@inproceedings{Kotler2003SocialMI,
  title={Social Marketing: Improving the Quality of Life (2nd Edition)},
  author={P. Kotler and N. Roberto and Nancy R. Lee},
  year={2003}
}
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… Expand
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Marketing social change