• 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.

Evaluation in Social Marketing
Evaluation in social marketing
MartineStead and Robert J.McDermott
Introduction

The term ‘evaluation’ comes from the Latin valere meaning ‘to be strong’ or ‘to have worth’ (Verduin and Clark, 1991). This origin is indicative that values are important in evaluation. According to ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles