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.
Chapter 17: Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra?
Social Marketing's Response to the Alcohol Problem: Who's Conducting the Orchestra?
In Chapter 16 of this Handbook, Janet Hoek reminds us of Goldberg's caution to social marketers to ensure that we are not ‘fiddling while ...