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 20: Internal Social Marketing: Lessons from the Field of Services Marketing
Internal Social Marketing: Lessons from the Field of Services Marketing
Services are often a key element of social marketing programmes aiming to both initiate and sustain behavioural change among consumers. Consequently, ...