• 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.

New Approaches toward Resistance to Persuasion
New approaches toward resistance to persuasion
Petia K.Petrova and Robert B.Cialdini

The efforts of many social marketing campaigns are focused on protecting consumers from massive advertising that increases risky behaviors such as smoking (Pechmann and Knight, 2002; Pechmann and Shih, 1999), alcohol abuse ...

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