For the first time, this benchmark Handbook brings together a systematic framework and state of the art thinking to provide complete coverage of the social marketing discipline. The Handbook presents a major retrospective and prospective overview of social marketing, helping to define and shape its current and future developments.
Research – Its Roles and Techniques
Evaluation in Social Marketing – M. Stead and R.J. Mcdermott
This chapter addresses three major questions: Why evaluate? What should be measured? How should it be measured? While examining both process and impact evaluation issues, Stead and McDermott discuss the selection of indicators ...