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 5: Design Thinking, Demarketing and Behavioral Economics: Fostering Interdisciplinary Growth in Social Marketing

Design Thinking, Demarketing and Behavioral Economics: Fostering Interdisciplinary Growth in Social Marketing

Design thinking, demarketing and behavioral economics: Fostering interdisciplinary growth in social marketing
R. CraigLefebvre and PhilipKotler

In this chapter, we introduce three sets of ideas that can bring more innovation ...

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