• 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.

Social Marketing and Advocacy
Social marketing and advocacy
William D.Novelli and BoeWorkman
Introduction

AARP is in the business of leading positive social change. Experience has taught us that in order to do that we need the synergy that comes from combining social marketing and policy advocacy.

In this chapter, ...

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