Il futuro del “Marketing sociale”: dalla tecnica …. alla strategia.
The authors explore the reasons why social marketing should be an integral component of all social programme design and delivery when looking to achieve social good. They comprehensively explain the nature and application of social marketing; reconceptualising ‘value’, ‘systems thinking’, ‘the social marketing intervention mix’, and ‘critical social marketing’, in the social context. They then lay out strategy, plans, frameworks and tactics that policymakers, practitioners, students and indeed any social change agents can use to effect change for social good.