بازاریابی اجتماعی بازاریابی اجتماعی

توضیحات

کتاب پیشِ روی، تلاشی است برای آن که از یک سو توجه دانشجویان، پژوهشگران، استادان، مدیران، برنامه‌ریزان، علاقه‌مندان، فعالان و مسیولان در حوزه‌های فرهنگی، رفتاری و اجتماعی را به سوی بازاریابی اجتماعی به‌عنوان روشی موثر جلب کند و منجر به آشنایی مقدماتی ایشان با این حوزه شود و از سویی دیگر سعی در جلب نظر پژوهشگران و بازاریابان حرفه‌ای به فعالیت موثر در این حوزه دارد. ,اگرچه بازاریابی اجتماعی در مقایسه با بازاریابی تجاری بسیار نوپا است و در آغاز مداخلاتش بیش‌تر مربوط به مسایل بهداشتی و سلامتی بوده است، موفقیت آن در مداخلاتش و نقش و اهمیت آن در توسعه‌ی اجتماعی منجر به گسترش این حوزه و توجه فراوان به آن در طیف وسیعی از موضوعات اجتماعی در نقاط گوناگون جهان شده است. در حقیقت کمپین‌های بازاریابی اجتماعی روشی است که در کشور‌های گوناگون اعم از توسعه‌یافته و در حال توسعه اجرا شده است. با این همه کمپین‌های موجود در این کتاب همگی مربوط به کشور‌های توسعه‌یافته هستند زیرا اجرای آن‌ها دقیق‌تر و خلاقانه‌تر بوده است و دامنه موضوعات آن‌ها وسیع‌تر می‌باشد و در مجموع نمونه‌های مناسب تری برای اهداف این کتاب فراهم آورده‌اند. در این کتاب چهارده کمپین بازاریابی اجتماعی بررسی شده است که بخشی از دامنه وسیع موضوعات مرتبط با بازاریابی اجتماعی را نشان می‌دهد.

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