Detail Social Marketing : Are We Fiddling While Rome Burns ?   Oleh:  Goldberg, Marvin E. Jenis: Article from Bulletin/Magazine Dalam koleksi: JOURNAL OF CONSUMER PSYCHOLOGY vol. 4 no. 4 (1995), page 347-370. Topik: SOCIAL MARKETING; social marketing; rome burns Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ42.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel This article follows in the recent tradition of calls for marketers to become more engaged in social marketing. Given that public health represents the core of social marketing's domain, it is suggested that any entry into social marketing ought to begins with a review of the public health marketing literature. Such an analysis reveals that much of the work done to date has involved macroexperiments aimed at changing the individual's health - related behaviours. This approach is linked to a more conservative structural functional tradition. It is argued that there is a need for a more radical approach in social marketing that emphasizes efforts to change the negative of constraining social structural influences on individual behaviours, particularly those that originate as a function of marketing activities. This approach is tied to the more radical critical theory paradigm. Those with itnerests in microexperimental design are urged to become engaged in such an endeavor. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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