• Summary
  • Contents
  • Subject index

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
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 ...

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