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

Evaluation in social marketing
MartineStead and Robert J.McDermott


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 ...

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